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Broadcast networks’ advertising revenue will be up 5 percent in 2010, or 3 percent on an underlying basis, CBS chief research officer David Poltrack predicted today at the UBS Global Media & Communications Conference in New York.
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 to meet his projection. Earlier in the year, that 7 percent decline had actually looked too optimistic owing to a difficult upfront ad sales season amid the recession.
Poltrack
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