via Broadcasting & Cable:
There is light at the end of the tunnel for stations, reports a new study from SNL Kagan. Kagan says station ad revenue slipped 17% this year, but is poised to recover next year, with $18.5 billion in revenue forecasted. That represents a 5.2% gain from 2009’s forecasted $17.6 billion.
The study, called “TV Station Deals & Finance”, emphasized the importance of non-traditional revenue, such as cash from retransmission consent deals and the Web. Retransmission revenues topped $500 million in 2008 and are projected to grow to $738.7 million in 2009, crossing the billion-dollar threshold by 2011.