Expectativas para 2006 (com o iPod...)

Fitch Ratings, Parks Associates See Negative Outlook For Radio In '06

December 9, 2005 Fitch Ratings has released a report on U.S. broadcasting revenue for 2006, and doesn't have very high hopes for radio's cash flow. The company predicts "low, single-digit revenue growth" next year for radio, with "high, but pressured margins." The agency expects "meaningful portions of local advertiser's budgets" to go towards radio in the near future, however the industry "continues to be threatened by secular shifts related to the proliferation of other advertising mediums and the growth of satellite radio and personal music devices." In the Fitch report, Clear Channel's much-vaunted "Less Is More" initiative is described as "still unproven," but the agency will continue to monitor its progress. Additionally, Fitch believes that new technology such as satellite radio and iPods will have far less effect on the revenues of News, Sports and Spanish language stations. And HD Radio will also bring new growth opportunities for broadcasters. In another new report, Parks Associates looks at ad spending for the rest of the decade and seeing major growth in Internet advertising, at the expense of other media. The agency predicts Internet advertising will account for 10 percent of total U.S. ad dollars spent by 2010. Additionally, almost 21 percent of Internet users reported that Internet advertising was the most relevant ad form to them, ahead of radio, newspapers and other traditional outlets. "Traditional media companies are fully aware of this ongoing change in the advertising industry," said analyst Harry Wang. "The Internet has altered the standard for the entire ad world, and traditional media have to respond by making their media platforms more interactive and results-oriented."