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Published by: eMarketer
Published: Nov. 1, 2008 - 18 Pages
Table of Contents
- Executive Summary
- US TV Advertising Spending, 2007-2010 (billions and % change)
- Key Questions
- The eMarketer View
- Key eMarketer Numbers-Television
- US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
- Anemic Ad Market
- TV Ad Spending
- Comparative Estimates: US Advertising Spending Growth for Select Media, 2008 & 2009 (% change)
- Overall Ad Spending
- US Advertising Spending, by Media, 2006-2010 (% share)
- Revenues by Network
- US Revenues for the Top 100 Media Companies, by Media Segment, 2007 (billions and % share)
- Cable Revenues
- US Broadcast and Cable TV Revenues for the Top Four TV Networks, 2006 & 2007 (millions and % change)
- TV Viewership Is Dropping
- US Broadcast TV Network Primetime Viewership* Among Adults for the Second Week of the Fall Season, by Age and Channel, 2007/2008 vs. 2008/2009 (% change)
- Straight-to-Online Video Projects
- Growth of Online Video Ad Spending
- US Online Video Advertising Spending as a Percent of TV* and Total Online Advertising Spending, 2007-2010
- US Online Advertising Spending, by Format, 2008-2013 (millions)
- Online Is a Small Piece of TV Revenue Pie
- US Unique Viewers of TV, Online and Mobile Video, by Age, May 2008 (% of total)
- Video Viewing Habits
- Top 20 Online Video Properties Among US Internet Users, Ranked by Video Viewing Visits, August 2007 & August 2008 (% share)
- Top 10 Online Video Properties Among US Internet Users, Ranked by Videos Viewed, July 2008 (millions and % of total)
- Business Models
- Average CPMs for US Primetime TV Shows, 2008
- Online Video Advertising Rate-Card CPMs at Select US Web Companies, December 2007
- TV and Online: A Dual-Platform Approach
- Partnerships and Acquisitions
- Challenges to Online Growth for TV Industry
- Convergence Opportunity
- Endnotes
- 099297
- US TV Advertising Spending, 2007-2010 (billions and % change)
- 099155
- Key eMarketer Numbers-Television
- 097141 | 097139
- US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
- US Online Advertising Spending, by Format, 2008-2013 (millions)
- 099195
- Comparative Estimates: US Advertising Spending Growth for Select Media, 2008 & 2009 (% change)
- 099122 | 099388
- US Revenues for the Top 100 Media Companies, by Media Segment, 2007 (billions and % share)
- US Broadcast and Cable TV Revenues for the Top Four TV Networks, 2006 & 2007 (millions and % change)
- 099544
- US Online Video Advertising Spending as a Percent of TV* and Total Online Advertising Spending, 2007-2010
- 096413
- US Unique Viewers of TV, Online and Mobile Video, by Age, May 2008 (% of total)
- Related Information and Links
- Related Links
- Contact
- Report Contributors
AbstracteMarketer estimates that US TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop reflects not only the poor economy but fundamental changes in the way television advertising is bought and sold.
The Television’s New Picture report analyzes the fundamental transformations taking place in the ways television content is consumed and television advertising priced and placed.
TV still has mass, but it is not what it used to be.
Consumers are accessing content beyond the TV screen and much of that viewing is occurring online. Fragmentation and declines in viewership have made it more difficult for advertisers to reach audiences.
Despite that, television remains a dominant media format. eMarketer estimates there will be $284.8 billion in total US ad spending in 2008. TV still garners 25% of total ad dollars, but growth is slowing.
With the rapid growth of online video and ailing economy, broadcasters need to redefine their businesses in an increasingly digital world.
Key questions the “Television’s New Picture” report answers:
- How is traditional network TV accelerating its online business?
- How does the current economic crisis affect TV’s online growth?
- What are the opportunities and challenges to TV’s expansion online?
- Which business model will prevail?
- And many others…
eMarketer Reports—On Target and Up to Date
The Television’s New Picture report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
Get Full Details About This Report >>
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