Broadcast networks advertising revenue will be up 5 percent in 2010, or 3 percent on an underlying basis, CBS Corp. chief research officer David Poltrack predicted here Wednesday at the UBS Global Media & Communications Conference.
In his annual appearance, he confirmed his 2009 forecast for a 7 percent decline, or 5 percent on an underlying basis.
He said the current year is on track with his projection after earlier in the year looking too optimistic due to a difficult upfront ad sales season amid the recession.
Poltrack offered a lot of data along with some swipes at cable networks and NBC for not doing so well with new approaches to programming and business.
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