The Television Bureau of Advertising (TVB) reports that broadcast TV in total saw revenues rise 9% in Q3. Network was the big gainer, up 16.1%, with syndicated TV up 6.6% and the station business (local and national spot combined) up only 1.2%. With three-quarters of 2008 tallied, television industry revenues were up a mere 1.9% — and that’s in an elections and Olympic year.
In what’s supposed to be the up year of TV’s two-year cycle, TVB’s tally, based on estimates supplied by TNS Media Intelligence in the top 100 markets, shows the television station business down 2% for January-September 2008. TVB recently revised its forecast for 2009 and is expecting the station business to decline 7-11%.
In Q3, political spending countered declines in other major ad categories to give the TV business an overall up quarter. Auto, the largest category, was down 17.7%. Political shot up 1,056%.
|3rd QUARTER 2008 SUMMARY|
|3rd Qtr 2008||3rd Qtr 2007||% Change|
|Local Broadcast TV*||4,336,996.0||4,285,959.5||1.2|
|Total Broadcast TV||11,369,601.6||10,428,768.1||9.0|
|JAN-SEPT 2008 SUMMARY|
|Jan-Sept 2008||Jan-Sept 2007||% Change|
|Local Broadcast TV*||11,925,129.6||12,174,177.6||-2.0|
|Total Broadcast TV||34,299,400.8||33,659,473.8||1.9|
|*Includes both local and national spot activity in the 100+ markets measured by TNS/MI.|