March 12, 2007

Average Station Revenue by Market Size

Markets 1-25 Markets 26-50 Markets 51-100 Markets 101-150 Markets 151+ All Stations
1996 72.4 22.9 12 6 2.6 21.2
1997 75.1 23.6 12.3 6.2 2.8 21.9
1998 78.4 25 13.3 6.7 3.6 23.3
1999 80 24.7 13.1 6.6 3.7 23.4
2000 87.4 25.9 13.9 7.2 4.1 23.8
2001 74.4 22.4 12.3 6.2 3.6 21.7
2002 80 25 13.9 7.1 4.1 23.8
2003 79 24.5 13.4 6.7 3.9 23.4
2004 86.1 27.6 14.9 7.8 4.4 25.8
2005 79.6 25.2 13.7 6.9 4.1 23.7

Even though audience numbers are falling, local TV stations have found a way to grow revenues, if only modestly. Adding programs is one way. Adding commercials, sponsored segments, and raising ad rates based on demographics are others.