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Total TV advertising will increase 6.4% to $78.4 billion in 2014, according to a new economic forecast and report issued by MyersBizNet. Of total ad spending with TV companies, only 6% is currently generated through digital assets. By 2020, TV companies will generate nearly 18% of their revenues through digital media, as the TV business grows from $78.4 billion in 2014 to $93 billion in 2020. Scroll down for media-specific and category-by-category spending data. 2014 growth will result primarily from local TV political spending, cable network growth, and incremental Olympics revenues. MyersBizNet forecasts cable network legacy ad spending will increase 6.7% and broadcast network legacy spending will grow 1.0%. The data below includes legacy and digital spending. Hispanic market data will be separately issued. MyersBizNet has projected total marketing investments in 2014 will be flat. Detailed 2009-2020 spending with all above and below-the-line media and marketing categories is available to MyersBizNet members at http://www.jackmyers.com/jack-myers-spending-forecast. Members can request passwords with e-mail to maryann@jackmyers.com.

All Dollars in Billions        
Total Cable Network TV Advertising Spending 2014
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  2013   2014
  % $   % $    
Total 8.30% $26.10   7.30% $28.00
Legacy 8.00% $25.00   6.70% $26.70
Digital 15.00% $1.10   20 $1.30
           
Total Broadcast Network TV Advertising Spending 2014
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  2013   2014
  %  $        %    $
Total -3.50% $19.00   3.00% $19.60
Legacy -5.2 $17.40   1.00% $17.60
Digital 20 $1.60   25.00% $2.00
           
Total Local TV Station & Spot TV Advertising  Spending 2014
  2013   2014
  % $        % $
Total -13.00% $21.00   9.90% $23.10
Legacy -13.80% $20.10   8.80% $22.00
Digital 10.00% $0.90   12.00% $1.00
           
Total Local & Regional Cable TV TV Advertising Spending 2014
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  2013   2014
  $ %   % $    
  -4.20% $5.00   4.20% $5.20
           
Total National Syndication TV Advertising Spending 2014
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  2013   2014
  %  $        % $
  -1.00% $2.40   -3.30% $2.30
           
Total Interactive/VOD/Addressable TV Advertising  Spending 2014
  2013   2014
  % $        % $
  40.00% 0.2   40.00% $2.30
           
TOTAL TELEVISION
  2013   2014
  % $   % $
  -2.70% $73.70   6.40% $78.40
           

Source: MyersBizNet Media Business Report© copyright 2014
MyersBizNet, Inc, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast.
References: Barclays Capital, BIA/Kelsey, CAB, Carat, Credit Suisse, Deutsche Bank Equity Research, DMA, eMarketer, Goldman Sachs, GroupM, IAB, JPMorgan Chase, Kantar Research, Magna Global, Morgan Stanley, MPA, Needham Research, Nielsen, PQ Media Alternative Media Research Series, PriceWaterhouseCoopers, RAB, TvB, UBS, Verona Suhler Stevenson Communications Industry Forecast, Wachovia, , DP-AA, Miller Kaplan, Wedbush, Zenith Optimedia.
**Excludes Hispanic market spending; Includes political revenues.
This forecast includes Olympics, NFL, NCAA and other sports programming.

 

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