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Ad Spending Will Accelerate As Economy Improves: Forecast

By DAVID LIEBERMAN, Executive Editor | Monday June 18, 2012 @ 6:45pm PDTTags: Advertising Sales, Big Deals TV, Olympics, OWN

There’s encouraging news for just about everyone except the broadcast networks — and the usual suspects among fading traditional media — in the latest ad forecast out this morning from Zenith Optimedia. The economy “is in a much better place than it was three years ago,” the ad firm says. As a result, overall ad spending growth in the U.S. will accelerate from 3.6% this year to 3.8% in 2013 and then to 4.7% in 2014. But the broadcast networks are headed in the other direction with sales going from -1% in 2012 to -2.5% in 2013 and -3.0% in 2014. The report says that NBC will have a tougher time with the Summer Olympics in London than it had for the Winter Olympics in Vancouver in 2010. With the time difference, “more viewers are expected to tune in online to watch their favourite events rather than wait to watch prerecorded versions.” The shift to cable of college sports including BCS football bowl games and NCAA men’s basketball also has led some advertisers — including pharmaceutical, financial, and consumer products companies — to shift their spending. Those dollars “do not look to be coming back to network TV.” That will contribute to ad growth in cable of 10% this year, then 10.5% and 11% in 2014. ZenithOptimedia still sees pockets of trouble, including at Discovery and Oprah Winfrey’s OWN. The network “has underperformed expectations, and projections of losses for the company are in the region of $330 million…While OWN still has time to recover, the prospects are looking murkier for the cable network.”

Related: TV Leads Ad Spending Uptick In Q1: Study READ MORE »

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Ad Forecasters Say TV And Digital Will Benefit Most From 2012 Growth: UBS Confab

By DAVID LIEBERMAN, Executive Editor | Monday December 5, 2011 @ 6:38am PSTTags: Advertising, Advertising Sales, Internet Advertising, Network TV Advertising, Political Advertising, TV Advertising, ZenithOptimedia

Three of the most prominent ad-forecasting firms kicked off the UBS Annual Global Media and Communications Conference this morning — as they typically do at this event — by unveiling their updated forecasts for 2012. And they pretty much … Read More »

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3.5% Ad Sales Growth For Major U.S. Media In 2012, ZenithOptimedia Predicts

By DAVID LIEBERMAN, Executive Editor | Sunday December 4, 2011 @ 4:01pm PSTTags: Advertising, Advertising Sales, Cinema Advertising, Internet Advertising, Network TV Advertising, Oprah Winfrey, Political Advertising, TV Advertising, ZenithOptimedia

The ad firm’s forecast will set an upbeat tone for the Monday kickoff of the UBS Annual Global Media and Communications Conference, the widely watched series of CEO briefings that runs through Wednesday in New York. Zenith’s projected 3.5% … Read More »

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ABC Done With Upfront Selling

By NELLIE ANDREEVA | Thursday June 9, 2011 @ 9:26am PDTTags: ABC, Advertising Sales, upfront sales
Nellie Andreeva

ABC joined Fox and the CW in wrapping its upfront sales, the first of the Big 3 to do so. The network wouldn’t comment beyond its official statement, but I hear that in primetime, it landed CPM increases in … Read More »

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CBS Starts To Make Upfront Deals At 14%-15% CPM Increases

By NELLIE ANDREEVA | Friday June 3, 2011 @ 9:13am PDTTags: Advertising Sales, Broadcast Upfront Market, CBS, Leslie Moonves
Nellie Andreeva

With Fox done with its upfront selling, attention shifted to CBS, which finished No. 1 to Fox in the 18-49 demo and No. 1 in viewers last season. The network had been the most aggressive this upfront season, … Read More »

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