With Q2 Revenue Virtually Flat, Sinclair Looks Forward to Primary Season

By Andrew Gauthier 

Sinclair Broadcast Group today reported $159.3 million in net broadcast revenues for the second quarter, a result that is virtually flat compared to the $158.7 million brought in during the same period last year.

Automotive advertising was up 2.4% in the quarter, despite production disruptions in the auto industry caused by the Japanese earthquake and tsunami. While Toyota and Honda were recovering from the natural disaster, local dealers increased spending, according to Sinclair.

Political revenues were $1.2 million, down from $3.8 million for Q2 2010, but the company, whose stations collectively serve 22% of U.S. households, expects to see an increase in political spending in the coming months.


“The political season is beginning to heat up, and with a cast of Republican presidential contenders, that should make for robust political spending during the primaries,” said David Smith, president and CEO of Sinclair. “While it is still too early for us to predict political revenues in 2012, recent estimates by third parties range from increases of high single digits to high teen percents versus 2010 levels.”