National TV Upfront Revenues Increase 5.0% (Including Digital)

amp160 amp160 amp160 amp160 amp160 National Television Upfront Marketplace Revenue Inflation Report amp160 amp160 20122013 Upfront vs 20112012 Upfront amp160 amp160 amp160 amp160 amp160 amp160 TOTAL amp160 Inflation Deflation amp160 amp160 Total National TV Upfront Revenues TV only 130 amp160 amp160 Total National TV Upfront Revenues Including Digital 480 amp160 amp160 BROADCAST NETWORKS amp160 amp160 amp160 Total Broadcast Network Upfront Revenues TV only 220 amp160 amp160 Total Broadcast Network Upfront Revenues Including Digital 420 amp160 amp160 Total Broadcast Network Upfront Primetime Revenues TV only 160 amp160 amp160 CABLE NETWORKS amp160 amp160 amp160 Total Cable Network Upfront Revenues TV only 550 amp160 amp160 Total Cable Network Upfront Revenues Including Digital 710 amp160 amp160 SYNDICATION amp160 amp160 amp160 Total National TV Syndication Revenues TV only 250 amp160 amp160 HISPANICamp160 amp160 amp160 amp160 Hispanic Broadcast and Cable Network Upfront Revenues TV Only 90 to 100 amp160 amp160 CINEMA amp160 amp160 amp160 Cinema 105 amp160 amp160 amp160 amp160 amp160 amp160 Source Jack Myers Media Business Report Upfront Revenue Inflation Report 2012 amp160 amp160 Data is based on weighted averages derived from information provided by multiple industry sources amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 amp160 ANALYSISOverall national television Upfront revenues increased an estimated 13 for 20122013 compared to last year39s Upfront when the networks generated double digit overall increases The total national TV Upfront marketplace expanded this year by almost five percent when packaging television plus digital inventory sold by the broadcast and cable networks Broadcast network legacy TV inventory revenues declined by more than two percent but with incremental digital revenues the broadcast network Upfront expanded by more than four percent ABCTV benefited by their early decision to package broadcast and digital inventory Cable experienced strong overall growth with 55 increases in revenues for legacy TV inventory and more than seven percent growth when incremental digital revenues are added into the mixActual revenue data for the networks is difficult to ascertain with estimates for total national TV Upfront dollars ranging from 208 billion to 226 billion Estimates of broadcast network primetime revenues range from 695 billion to 72 billion Cable TV network revenue estimates vary from a low of 83 billion to a high of 98 billion Syndication revenue estimates range from 165 to 19 billion These disparities result from differing historic bases dating back more than a decade varying source data and variable input measures such as the number of cable networks included in the data But while revenue figures conflict there is general consensus across multiple sources at both the agencies and networks on percentage growth and declinesThe networks do not report Upfront revenues to any agency or authority requiring factual data The total revenues are below a threshold that would require compliance with any federal laws or shareholder requirements Therefore data provided both on and offtherecord to reporters and analysts is often unreliable and inconsistent not due necessarily to intentional misrepresentation but because those reporting seek to conform their data to established benchmarks reported in past years by the press and Wall St rather than explaining disparities between actual and historic dataCompounding this challenge to accuracy of dollar estimates are the realities of the Upfront marketplace which are anything but actual representations of network revenues The Upfront reflects only the intent to purchase on the part of advertisers and their agencies It often takes several months before orders convert to actual quotbuysquot and even then advertisers have the quotoptionquot to cancel significant percentages of their buys just months before each quarter So at best the Upfront reflects the overall health of the national television industry rather than an actual reflection of dollars committed by advertisersIn this context the health of the national TV industry is considerably better than several media agencies anticipated prior to the Upfront but slightly less healthy than forecast by many Wall Street analysts Compared to projections by the networks themselves their Upfront performance was pretty much as they anticipated If the economy continues to grow slowly and TV primetime ratings remain as stable as they were during the last season the scatter market should be reasonably strong and overall national TV industry revenues should continue to grow in the midsingle digitsIn the next two weeks Jack Myers Media Business Report will share new insights on the online video marketplace and expanding advertiser optionsIf you are receiving this report you are a registered subscriber to Jack Myers Media Business Report or are receiving it as part of a registered corporate subscription As a 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National TV Upfront Revenues Increase 5.0% (Including Digital)

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National TV Upfront Revenues Increase 5.0% (Including Digital)

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