Can you stand one more advertising revenue forecast? The first quarter has just ended, and revised 2010 forecasts are popping up. A new forecast from Barclays Capital has ad revenue numbers for some traditional media types being revised up instead of down for the first time in several quarters.
Let’s take a look by media type:
- Radio: + 7.4%
- National Network TV: + 9.8%
- National Cable: + 6.5%
- Local Broadcast TV: + 10%
- Outdoor: + 6%
- Magazines: + 2%
- Newspapers: – 3.3%
- Yellow Pages: – 8%
Radio was originally forecast to be down 4 percent, but due to optimism in the automotive sector, Barclays expects auto manufacturers and dealers to increase spending. TV also gets an automotive boost: Look for increased revenues for local TV stations and cable networks like ESPN.
In addition to the improved outlook for automotive, increased revenues from political are also forecast.
These are the big, top level forecast numbers. If you’re out there selling radio, or TV advertising, or any local media what are you seeing? Are budgets loosening up? Are you optimistic about 2010? Tell us in the comments.
Friday, Apr 2, 2010
Michelle OBrien