As for TV, we heard from a few executives who lamented that despite the recovery, station ad revenue may not return to peak levels until 2012 - if then. "Auto spending is the top or close-second category leading local TV and radio advertising to recovery. For example, GM's advertising on TV quadrupled in January and February (albeit against very easy comps)," the analysts noted. Industry analyst Magna Global is forecasting a 16% rise in local broadcast TV revenue in 2010 to be led by auto ad spending.
advertisement
advertisement