US TV Revenue Forecasts Fall Flat
According to New York media analyst Jack Myers, the demand for TV advertising in the 2002/03 season will remain flat with advertisers spending around $10.9 billion on advance purchases, the same as was spent last year.
| US TV Revenue Forecasts ($ billions) | |||
| 2001 | 2002 (F) | % Change | |
| Total Broadcast | 6.93 | 6.70 | -3.3% |
| Total Cable | 4.00 | 4.20 | 5.0% |
| Broadcast + Cable | 10.93 | 10.90 | -0.2% |
| Source: Jack Myers Report, 25.04.02 | |||
According to the quarterly Myers Advertising Confidence Index, ‘upfront’ television network spending will show no growth for the 2002/03 season and three of the four major broadcast networks – ABC, NBC and Fox – will sustain significant revenue declines.
Cable networks will benefit from a a shift in spending from broadcast to cable, cable spending is forecast to grow by 5% this season bringing in $4.2 billion this year. Broadcast will bring in $6.7 billion, a 3.3% drop on last year’s total.
