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The year 2008 was predicted by analysts to be a solid year financially for the television networks in terms of ad dollars, but the writers strike, now two months old and with no clear end in sight, has rendered the outlook unclear.
Still, analyst Lee Westerfield of BMO Capital Markets Corp. projects that broadcast network ad revenue for all dayparts could rise by 6.2 percent in 2008, to $17 billion, with more than $2 billion coming from prime-time scatter, writes Mediaweek. Bob Coen, senior vp, director of forecasting for Universal McCann, projects broadcast revenue to grow 5 percent to $17.8 billion in 2008, and Dave Poltrack of CBS projects a 7 percent surge.
Tight inventory, a severe problem in the fourth quarter, will continue in 2008. With no new, first-run scripted programs on the horizon, broadcast prime time viewership will continue to erode, creating an even greater makegoods situation and further tightening inventory.
Network watchers say that if networks carry their makegoods into the next season, it could create “unprecedented chaos” and put advertisers in the position of looking for alternative methods of reaching viewers - though analysts say there is no replacement for network TV for brand marketers.
Katz Media Group has added another new client, Lincoln Financial Media, and will sell ad time on the company’s 15 stations beginning immediately.
Katz also added CBS Radio and Entercom last week, picking them off from Interep’s list.
Katz has also…
Last week, Aegis Group CEO Robert Lerwill resigned unexpectedly, sparking speculation that a takeover may be on the horizon.
Lerwill stepped down officially today (Monday), with Aegis chairman John Napier taking over his duties on an interim basis, writes MediaPost. People…
Out-of-home companies are bracing for the recession like everyone else, but they may not feel the sting as badly as other media.
Though the third quarter brought negative growth to the nation’s three largest OOH companies - Clear Channel Outdoor,…
The 82nd annual Macy’s Thanksgiving Day Parade pulled an average 12.6 rating/26 share on Thanksgiving morning, Nov. 27, according to Nielsen.
That was 8% higher than its telecast last year, Mediaweek writes. NBC estimated that a total 44.7 million viewers…
Time magazine ousted Cosmo as the top magazine for college students in this year’s Anderson Analytics fall survey.
Time also jumped past People, which was last year’s No. 2, writes Ad Age. A Time spokesperson said the magazine did not run…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
