Many networks increased their commercial advertising inventory in the third quarter to what is anticipated to be slightly higher revenue in the period.
MoffettNathanson Research expects broadcast networks to inch up 0.1% to $3.1 billion during the third quarter for domestic national advertising, with cable networks up 0.5% to a total of $5.15 billion.
Some of the biggest gainers will be CBS, 5.3% higher to $834 million; Walt Disney-ABC cable networks, 5% to $967 million; 21st Century Fox cable networks, 5% to $478 million; and Scripps Networks Interactive, 5% to $423 million.
Networks that have lost revenue in the period are Fox broadcast network -- 7% to $435 million; Viacom cable networks; down 5% to $1.09 billion; and AMC Networks, down 10% to $132 million.
Other notable players are NBC (including its TV stations), which will be flat at $1.1 billion; ABC broadcast network, slipping 1% to $732 million; and Discovery cable networks, up 3% to $394 million.
Using TiVo research, MoffettNathanson says Discovery, Viacom, Time Warner and 21s Century Fox cable networks sold anywhere from 7% to 11% more commercials to get to its overall third-quarter tallies.
Some of the biggest inventory expansions include Turner’s Adult Swim, gaining 23% to 17,991 spots; Fox News Channel, up 22% to 55,845; Viacom’s CMTV, adding 20% to 102,314; Discovery’s American Heroes Channel, up 18% to 54,240; and MSNBC, adding on 17% to 55,804.
Smaller gainers include: Viacom’s VH1, up 8% to 94,427; A+E’s History, 10% higher to 66,179; Discovery Channel, 10% more to 65,429; Viacom’s TVLand, also up 10% to 82,598; and Discovery’s TLC, gaining 10% to 83,072.