“As the annual TV upfront ad-selling process gets
underway, the tone of the US TV advertising market
remains relatively resilient and healthy,” say Barclays
analysts Anthony DiClemente and Bo Tang. They said
in a note to clients that this could be another solid upfront,
although perhaps not as robust as last year.
The analysts are predicting that broadcast TV network
upfront revenue will increase 0.5% year-over-year. Cable
is expected to fare slightly better, with a gain 2%.
Looking at the changing media landscape and multi-
platform viewing, the analysts see good news for broadcast
and cable. “While viewership on linear platforms has been
slowly eroding over the last few years, we
believe that better measurement on other
platforms (tablets, smartphones, VOD) will
improve monetization,” they wrote.
For the Big Four networks, look for CPM
increases of 6.5% for CBS, 6% for ABC,
5.5% for FOX and 5% for NBC. The Barclays analysts say
the ad market remains resilient, so they are maintaining
their U.S. total advertising estimate of 1.9% growth in 2013
– “which represents an acceleration from last year when
adjusted for political and the Olympics.”
Cable’s share of the Upfront has been growing from
only 18% in 1992 to 52% last year. The analysts expect
that 52% share to repeat this year, which translates to
$9.99 billion for cable and $9.20 billion for the Big Four TV
networks. Recent trends have been similar to a year ago,
with scatter prices up in the mid-single-digits from scatter of
a year ago for the netwNetworks Interactive.