Radio Ad Revs Down 0.3% For Q1, 0.8% For 2012 Says Magna Global
March 26, 2012 at 4:05 AM (PT)
MAGNA GLOBAL's estimate for ad spending in the first quarter is down 0.3% for radio, with print off about 5.6%, outdoor up 5% and TV up 4.5%. For the full year, radio is expected to be off 0.8%, but up 6.8% for TV -- including political and Olympics spending, 11% for web and 4% for outdoor. Newspapers and magazines are forecast to trend down.
"The first part of 2012 should spell the end of a lengthy slowdown that has crimped ad spending," reports ADAGE, quoting MAGNA Global Head Of Forecasting VINCENT LETANG. "It will pick up a little bit in the third and fourth quarters, and a lot more if you factor in political and Olympics money."
CLEAR CHANNEL "is finding improvement in sectors such as auto and financial services, according to CEO BOB PITTMAN," notes the report.
"That said, we are seeing later [placement] as advertisers are more cautious about committing too far in advance, and we're still watching to see if the OLYMPICS takes money out of the general marketplace," PITTMAN said. "On the political side, it's softer than in 2008, but that's to be expected until it's a two-party race -- there's a lot of money on the sidelines right now."