MarketingProfs

MediaBuyerPlanner: Reinforcing local TV’s dependence on political advertising, the cyclical category is expected to offset the 7.5 percent decline in TV revenue from last year by boosting TV revenue in 2006 more than 7 percent to an estimated $22.2 billion, according to BIA Financial Network’s predictions released Wednesday, writes MediaWeek.
Noting the influence held by political ad spending, Mark Fratrik, vp at BIA, said: “Whereas the market used to be able to count on automotive advertisers increasing advertising expenditures every year, in some cases we’re seeing those additional dollars moving to other, more contemporary mediums and television broadcasters have to rely on political advertising in even numbered years for any meaningful annual revenue growth.”
Also, BIA released its rankings of the top TV groups according to 2005 revenue – which include Fox Television with $2.3 billion, CBS with $1.8 billion, NBC Universal with $1.6 billion, Tribune with $1.17 billion and ABC/Disney $1.15 billion.