[opendtv] News: TV Ad Revs Ride Olympic, Election Tide
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Thu, 9 Sep 2004 08:22:00 -0400
TV Ad Revs Ride Olympic, Election Tide
By John Eggerton -- Broadcasting & Cable, 9/8/2004 5:33:00 PM
If the tea-leaf readers are reading their TV revenues right, spot TV
revenues will be down to flat in 2005 but rebound strongly in 2006,
up 7%-9%. That's according to the Television Bureau of Advertising,
which released its two-year ad forecast Wednesday. That trend is
primarily reflective of the two-year Olympic Games/election cycle,
which pumps up the national spot market, then deflates it in off
years.
TVB predicts that local spot will be up 2%-4% in 2005, while national
will fall by the same percentage range, with total spot at -1%-+1%.
The biggest gainers are expected to be cable ad revenues, with
network cable up 8%-9% and local cable up 7%-9%. The next biggest
gainer is expected to be syndication, up 5%-6%, then network at 2%-3%.
For 2006 (with winter Olympics and more national elections), the
picture is rosier for the bunch, with national spot expected to lead
the group with projected revenue increases of 10%-14%. Local spot is
expected to be up 4%-6%. Total spot is pegged at a 7%-9% increase.
Network cable is targeted for a 9%-10% revenue increase, local cable
up 6%-8%, syndication again up 5%-6%, and network up 4%-5%.
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