Q3 TV revenues were up, but not impressive

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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
       
($000)
  3rd Qtr 2008 3rd Qtr 2007 % Change
Local Broadcast TV* 4,336,996.0 4,285,959.5 1.2
Syndicated TV 1,101,120.4 1,032,742.5 6.6
Network TV 5,931,485.2 5,110,066.1 16.1
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
Syndicated TV 3,301,801.5 3,030,526.5 9.0
Network TV 19,072,469.7 18,454,769.7 3.3
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.

Source: TVB