Local TV advertising is poised for a boom period, according to a new forecast. The annual Spot TV forecast from TVNewsCheck shows stations reaping a windfall from political advertising, with the total spot market expected to surge by 13.5% in 2016.
The non-political core component, however, will inch up much more modestly, by just 2%.
The publication surveyed 14 station groups and industry analysts for its annual forecast.
The forecast comes as stations are enduring a disappointing 2015.
“For those rooting for spot, the best that can be said about 2016 core is that it will be better than the paltry 1% core growth now projected for this year,” TVNewsCheck notes. “Without the heavy political spending, the survey says, the 2015 total will be down 7.5%.”
The publication’s forecast a year ago had spot sales losing 6.3% in 2015, with a projected improvement of 2.4% for the core.
2016 is expected to be a banner year for political. The report quotes Leo MacCourtney, president of Katz Television Group, saying: “2012 was the largest year ever for political spend, and it looks like we’re going to be near that level for 2016. How the super PACs play out, and how the candidates get funded between now and the middle of next year, will be key.”