National TV Records Estimated 4% Hike For Q2

Second-quarter national TV advertising is estimated to be slightly higher than previously forecast by one media analyst.

MoffettNathanson Research expects second-quarter network TV advertising to be up 4% to $9.63 billion versus a previous 3.7% estimate. That's a 5% gain for the major cable network groups to $6.1 billion and up 2.5% for broadcast networks to $3.5 billion.

Fox and AMC Networks will see the biggest gains for broadcast and cable respectively, each because of specific timing of high-profile programming. Fox is expected to be up 8% to $433 million for its U.S. national advertising, and AMC is expected to be up 22% to $226 million.

NBC (including its TV stations) will be 4% higher to $1.3 billion; ABC, 3% higher to $875 million; and CBS down 2.9% to $874 million (due to the shift of the NCAA Final Four Championship to Time Warner’s Turner).

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This benefits Time Warner overall, which is estimated to see its total advertising for its networks 7.6% higher to $1.2 billion. Fox cable networks will see a 10% hike to $661 million, while Scripps Networks Interactive will climb 8% $537 million.

Other cable networks groups showing big improvements are Disney networks, adding on 7% to $1.1 billion, and Discovery Communications, up 6.0% to $474 million.

NBCUniversal cable networks will be essentially flat in the second quarter -- 0.5% to $922 million. Viacom will be down 4% to $965 million because of an announced effort to cut back on commercial units sold.

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