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Positive Media Forecast For 2010

RBR, Wednesday, February 17, 2010 11:28 PM

Barclays analysts raised their 2010 revenue expectations for television and also went positive on radio. The revised forecast moved upward for all major media in the U.S. "We now estimate that total 2010 U.S. advertising will increase 3.5% (vs. our estimate for flat prior) to $167.6 billion," according to a recent report.

The company is particularly bullish on national advertising, noting a "transformative 'Wal-mart effect' taking place in media that structurally favors national advertising, as the impact of scale disparity in corporate America has a gradual structural impact on multinationals' advertising and maketing strategies. Long-term, it's predicted local media will lose share to consolidated national media budgets. For now, in a political year, local markets should reap rewards.

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ad spending, forecast

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