TVB Forecasts Total Spot TV Will Rise 3.6% to 6.1% in 2010
New York, Sept. 10, 2009 — The Television Bureau of Advertising today released its 2010 forecast for the local broadcast television industry at its annual Forecast Conference, attended by several hundred senior broadcast and advertising industry executives at the McGraw-Hill Conference Center in New York.
TVB forecast Total Spot TV revenues in 2010 would rise between 3.6% to 6.1% in comparison with this year’s revenues, with Local Spot revenue rising between 1.0% to 3.0% and National Spot increasing by 6% to 12%.
The full range of numbers for next year, according to TVB:
+1.0 to +3.0%
+6.0 to +12.0%
+3.6 to +6.1%
TVB said the 2010 market would be shaped by consumer confidence related to the job market; competition between established and emerging media; consumer adoption of new technologies such as the DVR, online video, mobile web applications and social media networks; advertiser targeting strategies; and the network/spot mix. “The key categories to watch in 2010 will be automotive and political,” said TVB President Chris Rohrs, who unveiled the TVB forecast at the conference.
TVB estimates — derived from a consensus of Wall Street and financial analysts, station representative firms, and independent TVB research — represent national averages. Individual firms and stations may produce varied results based on a number of factors, including market size, region of the country, and affiliation. The not-for-profit Television Bureau of Advertising (www.tvb.org) is the trade association of local television broadcasters. Its members include television broadcast groups, advertising sales rep firms, and over 600 individual television stations.