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Stations’ Interactive Sales Hit $1 Billion in 2008, TVB Says

Apr 2, 2009  •  Post A Comment

Interactive sales for broadcast TV stations surpassed the billion-dollar mark for the first time in 2008, according to Television Bureau of Advertising’s “Benchmarking: TV Web Sites Surpass $1 Billion” report.
Revenues grew 36% to $1.03 billion in 2008 for interactive sales, and they don’t appear to be slowing down. The report projects that revenues are on their way to hitting $1.3 billion this year, an increase of 26%, despite the difficult economy.
Borrell Associates, which conducted the research, found that broadcasters were reaching beyond just selling banner ads on their sites to offering new products that compete directly with newspapers and yellow pages.
Borell also found that stations were no longer comparing themselves with other TV Web sites in the market, but with all local sites, and were even beating large newspaper Web sites in 22 of the 80 markets surveyed.
“Local TV stations are redoubling their interactive-sales efforts, aiming for high-double-digit increases with an ever-increasing array of offerings,” Jack Poor, VP of marketing for TVB, said in a statement. “TVB will continue its multiplatform initiatives to help stations realize the full potential of this growth area.”

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