The group’s VP of sales and veteran TV executive, will step down at the end of the year.
As TVNewsCheck checks back with broadcasters, reps and analysts we surveyed last fall, the spot ad market is looking stronger due to political ad spending. Back then, the consensus was total spot would climb 10.2% this year. Now, however, the spot seers say it’s more likely that number will be a point or two higher, even though core growth my be a little lower than orginally thought.
The head of sales for the 31-station TV group says 2011’s uptick in auto advertising will continue into next year. And while 2012 will also see local TV reaping political campaign money, perhaps in record amounts, Hearst’s take will be more modest since its markets will be light on Senate and gubernatorial races.
According to TVNewsCheck‘s exclusive survey of sales execs and media prognosticators, total TV spot revenue will drop 6% compared to last year, but when the biennial political dollars are factored out, so-called core spot will grow 4%, up on one percentage point from our original forecast last September. A stand-out first quarter is responsible for the core improvement. But the Japanese crises’ effect on the auto category is cause for concern.