As reported in this week's Jack Myers Media Business Report, the national broadcast and cable television marketplace grew 19% to 20% in this year's Upfront market compared to the depressed 2009 market. Broadcast costs-per-thousand growth slightly surpassed cable CPM increases, with demand strong across the board led by automotive, financial, entertainment, consumer packaged goods, health and beauty, and retail.
Total broadcast and cable sales in this year's Upfront market, which covers the 2010/2011 TV season that begins in September, were $16.1 billion, which is exactly the total achieved by combined broadcast plus cable sales in the 2008 Upfront. Sales last year totaled $13.5 billion, a decline of nearly 20%. With industry attention and trade pundits constantly focused on digital media and their eroding impact on traditional television, marketers and agencies have clearly focused their attention on media's beachfront property and, through their Upfront spending, have reinforced their commitments to network television. The Upfront is only a partial predictor of national TV health but the growth and vitality of this year's market reinforces perceptions that the medium has regained its position as the advertisers' – and agencies' -- best friend.
Jack Myers Media Business Report projects broadcast network advertising revenue will increase 4.8% in calendar year 2010 and 2.0% in 2011, generating 2011 revenues of $18.0 billion. Cable network ad revenues are projected to increase 7.6% in 2010 and 5.0% in 2011, generating total 2011 revenues of $21.0 billion.
The detailed Jack Myers Upfront Investment Report and Data is available to Jack Myers Media Business Report corporate subscribers and can be accessed at www.jackmyers.com.
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This post originally appeared at JackMyers.com.