eMarketer estimates that US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop reflects not only the poor economy but fundamental changes in the way television advertising is bought and sold.
The Television’s New Picture report analyzes the fundamental transformations taking place in the ways television content is consumed and television advertising priced and placed.
TV still has mass, but it is not what it used to be.
Consumers are accessing content beyond the TV screen and much of that viewing is occurring online. Fragmentation and declines in viewership have made it more difficult for advertisers to reach audiences.
Despite that, television remains a dominant media format. eMarketer estimates there will be $284.8 billion in total US ad spending in 2008. TV still garners 25% of total ad dollars, but growth is slowing.
With the rapid growth of online video and ailing economy, broadcasters need to redefine their businesses in an increasingly digital world.
Key questions the “Television’s New Picture” report answers:
- How is traditional network TV accelerating its online business?
- How does the current economic crisis affect TV’s online growth?
- What are the opportunities and challenges to TV’s expansion online?
- Which business model will prevail?
- And many others…
eMarketer Reports—On Target and Up to Date
The Television’s New Picture report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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eMarketer estimates that US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop reflects not only the poor economy but fundamental changes in the way television advertising is bought and sold.
Executive Summary
US TV Advertising Spending, 2007-2010 (billions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers-Television
US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
Anemic Ad Market
TV Ad Spending
Comparative Estimates: US Advertising Spending Growth for Select Media, 2008 & 2009 (% change)
Overall Ad Spending
US Advertising Spending, by Media, 2006-2010 (% share)
Revenues by Network
US Revenues for the Top 100 Media Companies, by Media Segment, 2007 (billions and % share)
Cable Revenues
US Broadcast and Cable TV Revenues for the Top Four TV Networks, 2006 & 2007 (millions and % change)
TV Viewership Is Dropping
US Broadcast TV Network Primetime Viewership* Among Adults for the Second Week of the Fall Season, by Age and Channel, 2007/2008 vs. 2008/2009 (% change)
Straight-to-Online Video Projects
Growth of Online Video Ad Spending
US Online Video Advertising Spending as a Percent of TV* and Total Online Advertising Spending, 2007-2010
US Online Advertising Spending, by Format, 2008-2013 (millions)
Online Is a Small Piece of TV Revenue Pie
US Unique Viewers of TV, Online and Mobile Video, by Age, May 2008 (% of total)
Video Viewing Habits
Top 20 Online Video Properties Among US Internet Users, Ranked by Video Viewing Visits, August 2007 & August 2008 (% share)
Top 10 Online Video Properties Among US Internet Users, Ranked by Videos Viewed, July 2008 (millions and % of total)
Business Models
Average CPMs for US Primetime TV Shows, 2008
Online Video Advertising Rate-Card CPMs at Select US Web Companies, December 2007
TV and Online: A Dual-Platform Approach
Partnerships and Acquisitions
Challenges to Online Growth for TV Industry
Convergence Opportunity
Endnotes
099297
US TV Advertising Spending, 2007-2010 (billions and % change)
099155
Key eMarketer Numbers-Television
097141 | 097139
US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
US Online Advertising Spending, by Format, 2008-2013 (millions)
099195
Comparative Estimates: US Advertising Spending Growth for Select Media, 2008 & 2009 (% change)
099122 | 099388
US Revenues for the Top 100 Media Companies, by Media Segment, 2007 (billions and % share)
US Broadcast and Cable TV Revenues for the Top Four TV Networks, 2006 & 2007 (millions and % change)
099544
US Online Video Advertising Spending as a Percent of TV* and Total Online Advertising Spending, 2007-2010
096413
US Unique Viewers of TV, Online and Mobile Video, by Age, May 2008 (% of total)
Related Information and Links
Related Links
Contact
Report Contributors
eMarketer estimates that US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop reflects not only the poor economy but fundamental changes in the way television advertising is bought and sold.
Advertising Age
Barclays Capital
Compete
comScore Inc.
eMarketer
Forrester Research
Goldman Sachs
Myers Publishing LLC
Nielsen Media Research
Nielsen Monitor-Plus
The Nielsen Company
TNS Media Intelligence
Wachovia