E.W. Scripps draws more than 70% of its national spot revenue from per-performance transactions, one of a handful of station groups that have moved to that model. In a TVNewsCheck webinar last week, executives from Scripps, MagnaGlobal, ProVantageX and Horizon agreed that per-performance campaigns are beneficial for all parties involved.
With the pandemic’s duration uncertain, top ad buyers and sellers say some national clients are shifting buys to local, while per performance, automation and OTT sales are helping towards a recovery. Read the story and/or watch the full video above.
Interpublic Group’s MagnaGlobal has downgraded its ad revenue growth forecast for 2012. The firm, part of IPG’s Mediabrands unit, now predicts global ad revenues will rise 4.8% to $480 billion, which is two-tenths of a percentage point less than its December 2011 forecast.
Brian Hughes, SVP and audience analysis practice lead at MagnaGlobal, talks about NBC’s strengths, its weaknesses and why Animal Practice might not be that bad after all.
IPG’s MagnaGlobal has struck a deal with Networked Insights to provide it with social media data and analysis related to TV programming.
On Tuesday MagnaGlobal upped its outlook for U.S. ad spending this year, raising its forecast from 2% growth to 2.2%, excluding political and Olympic spending. Vincent Letang, EVP and head of global forecasting at MagnaGlobal, talks about the state of the economy, why online advertising is so hot and what ad categories are not.
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.
In 2012, a weak economic environment and high unemployment (forecast to remain above 8%) will result in cautious consumption growth and marketing expenditure. However, as in every quadrennial year, the advertising market will benefit from the cyclical incremental advertising expenditure generated by the elections (presidential, congressional and gubernatorial) and the Summer Olympics.
Media agency MagnaGlobal says over-the-top video services — many of which can be obtained for little or no cost — could grow to just under 10% of all U.S. homes in five years. By 2016, MagnaGlobal estimates there will be 9 million homes that have video services from so-called over-the-top TV companies — those that use digital, Internet, over the air or other means.
MagnaGlobal is predicting the U.S. online ad market to hit $30 billion by the end of 2011, while the overall ad market will grow 2.9% — revised from its original prediction of 3.1% growth.
Everything’s coming up roses for the cable TV networks, as a once thorny ad sales market promises to be particularly sweet smelling in 2011.According to IPG’s MagnaGlobal, the national cable networks will boost their advertising dollars by 10.8% percent this year. Based on estimates from the Cabletelevision Advertising Bureau, that jump would bring cable’s overall ad sales haul to a whopping $22.7 billion.
MagnaGlobal’s latest forecast says “digital and broadcast media continue to grow rapidly.”
Marketers in 2011 will boost U.S. ad spending 2.8%, down slightly from 2010’s 3.2% growth rate, according to the average of three major media-agency forecasts. Worldwide ad spending will grow 5.3% in the new year, below the 5.9% growth seen in 2010, according to the average of three forecasts from Interpublic Group of Cos.’ MagnaGlobal, Publicis Groupe’s ZenithOptimedia and WPP’s Group M.
It projects that media suppliers around the world will grow their advertising revenues by 5.4% next year to a total $412 billion. Video retains its dominance around the world, with more than 40% of advertising — a total of $169 billion — relying on TV in 2011.