Scatter Market Flexes Its Muscle

Jan 27, 2016  •  Post A Comment

Strong demand marked the TV scatter advertising market in the fourth quarter, and is holding up in the early stages of first-quarter 2016, according to MediaPost. The report cites MoffettNathanson Research for the fourth quarter indicating that national TV advertising activity is expected to rise 4.3% to $10.8 billion among major broadcast and cable network groups.

Among the companies expected to see sizable gains are NBCUniversal, where fourth-quarter ad revenues are expected to rise 5.0%, including TV stations, to $1.74 billion, partly on the strength of the NFL package; and CBS, which also has a strong NFL package, seen rising 5.6% to $1.29 billion in national TV ad revenues.

The Disney cable networks group, which includes ESPN, is seen rising 14.3% to $1.4 billion; and AMC Networks will rise a hefty 15% to $274 million, largely on the performance of “The Walking Dead” and “Fear The Walking Dead.”

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