A few key events will combine in 2010 to increase revenue in the spot TV market. The Television Bureau of Advertising (TVB) expects to see next year’s revenues grow between 3.6% to 6.1%. Chris Rohrs, TVB president, expects both the automotive and political sectors to drive much of this growth. It should come as little surprise that political ad spending in the spot TV market dropped by almost half between 2008 and 2009. But 2010 will be a year filled with state and local elections as well as possible spending by political groups seeking to influence public opinion on important topics such as nationalized health care.
Here’s a picture of how local TV station revenues are projected to break out for 2010:
- Advertising on primary TV channel 89.7%
- Digital sub-channels 0.9%
- Internet 4.4%
- Mobile 0.2%
- Retransmission consent 4.8%
The TVB also predicts that TV station Web sites could see an 18% revenue growth rate which would translate to an increase from the projected $1.1 billion level in 2009 to $1.3 billion in 2010. Mobile marketing efforts by these businesses could grow by as much as 50% in 2010 and comprise up to 0.7% of total revenue by 2011.
By category, revenue increases could break out as follows:
- Local spot 1-3%
- National spot 6-12%
These projections indicate great potential for stations that are seeking to diversify revenue streams as more consumers spend time online. Aggressive selling to auto manufacturers and political decision makers could bring in more revenue in 2010.[Source: Television Bureau of Advertising forecast, 9.10.09]