Weathering Decline in Political Advertising, Sinclair Highlights Q4 Boost in Automotive

By Andrew Gauthier Comment

Sinclair Broadcast Group reported financial results for the fourth quarter of 2011 today and, like many other station groups, the company experienced a notable decline in political advertising for the period.

Sinclair’s political revenues for the fourth quarter were $4.1 million, compared to $26.8 million for the same period in 2010.

Despite a steep decline in political revenues, the company’s net broadcast revenues were down just 4.9%.  Sinclair brought in $180.8 million during the last three months of 2011, compared to $190.1 million in 2010.

“We ended 2011 on a strong note with core broadcast revenues growing, and our largest advertising category, automotive, up almost 12% in the fourth quarter as compared to the same period in 2010,” Sinclair president and CEO David Smith said.  ““As we look ahead to 2012, our outlook is for continued ad spending growth by the automotive industry, as well as an increase in political advertising in this presidential election year.”