The “quadrennial effect,” which happens only every four years, is due in 2012 and it is expected to encourage more ad spending next year, boosting the television business and other media industries, reports The New York Times.
The effect describes the confluence of several events: The U.S. presidential and congressional elections, the Summer Olympics and the European Football (or soccer) Championship, the story notes.
It’s likely to be the strongest-ever quadrennial affect, according to Vincent Letang, director for global forecasting at Magnaglobal, the piece says.
Ad spending may jump 6.4% next year, on a worldwide basis, although it would decline 5% without the benefit of the quadrennial effect, the story says, citing Adam Smith, futures director at GroupM.
For the top four TV networks, ad sales will jump 7.3% next year, said David Poltrack, chief research officer at CBS. He’s predicting a 3.4% ad revenue increase for 2011, the story says.