TV stations across the country predict that core advertising revenue will rebound in October, November, and December 2009, according to a TVNewsday study released today.
Spencer Koch, who runs Fox affiliate KTVI St. Louis (DMA 21), said, “We’re seeing things starting to come back quicker than we anticipated.” He says a rebound could come as soon as August. “Local automotive [advertising] is starting to come back. Telecommunications is coming back a little more. It’s encouraging,” he told TVNewsday.
Even still, the broadcasters agreed that ad revenue would be down between 15 and 20 percent and that budgets would fall about 8-10 percent this year.
The stations surveyed related how they’re coping with the downturn: many are finding a resurgence in local ads; some, like KGPE Fresno, are looking for revenue from non-traditional sources; others are finding that health care and legal ads are filling the void where traditionally, car dealerships advertised.
“It’s almost like out of control is the norm. When the business does come in, it is almost always last minute,” Jerry Watson, vice president and general manager of Quincy’s KTIV Sioux City, told TVNewsday. “You don’t see anybody buying stuff out there a quarter in advance or even a month in advance.”