TV Ad Bureau Predicts Spot Revenue Rise in 2010

NEW YORK: It’s not a lot, but it’s something. The Television Bureau of Advertising predicted spot revenues for local TV stations would rise next year by 1 to 3 percent. The TVB issued the numbers in its 2010 forecast for the broadcast industry, released at its annual conference in New York on Thursday.

The TVB forecasted that total spot revenues would rise between 3.6 and 6.1 percent compared to this year. National spot revenues are expected to increase by 6 to 12 percent.

Other revenues were predicted to rise as well; TV station Web sites are expected to bring in 18 percent more next year. Mobile revenues are predicted to rise 50 percent, though they’ll account for only 0.2 percent of total station revenues, the TVB estimates. Traditional advertising on primary channels will remain the work horse, comprising nearly 90 percent of station revenues. Digital subchannels will account for nearly 1 percent; the Internet, 4.4 percent and retransmission revenues, about 5 percent.

The TVB said next year’s 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.”

Chris Rohrs, president of the TVB, said, “The key categories to watch in 2010 will be automotive and political.”
-- Deborah D. McAdams

(Image by Calamity Meg)