In a recent MediaWeek article, BIA Advisory Services has lowered its 2009 revenue forecast for TV stations from down 15% to down 17.3% – the lowest annual levels since 1995.

These market conditions make it increasingly difficult for media planners to accurately forecast TV costs.  Industry planning tools such as Spot Quotations And Data (SQAD) are becoming less accurate in planning true costs for 2009. Planners may want to look back to very recent market cost experiences this year and compare these to the projected SQAD costs for the same period.  Once adjustment factors are developed, they could be utilized for projecting forward.

While these are unfortunate times for the TV industry, they are creating opportunities for savvy advertisers.