BIA/Kelsey soon will begin issuing quarterly local revenue reports for the U.S. radio industry.
The news comes shortly after the Radio Advertising Bureau made public its decision to stop issuing such estimates after many years in order to focus on advocacy.
BIA/Kelsey, a research and consulting firm based in Chantilly, Va., announced the plan on its blog. “Our new analysis will begin the 3rd quarter of 2016 and we’ll issue the first report in November. As the local media marketplace becomes more competitive, information on the various media is even more essential. To deliver our new radio industry assessments, we will utilize the quarterly reports of the various public radio companies and other trusted sources of information.”
It noted that it has long provided local ad trend information to radio and TV clients. “In recent years, we expanded into other advertising platforms (e.g., online, mobile, Out-of-Home, etc.) where we provide local advertising estimates not only for the total spend on these platforms but also specific estimates on local spending by different types of businesses (our Media Ad View forecasts).”
Tom Buono is founder and CEO of the company. Mark Fratrik is the SVP and chief economist whose comments and analysis are often featured in its announcements.