A new forecast by Fitch Ratings says national broadcast TV, and then cable networks and large-market broadcast TV will benefit from an advertising recovery next year, but others won’t even match 2009 levels, according to Advertising Age.
“Fitch expects print mediums, namely newspapers, yellow pages and consumer magazines, to be down again off very easy comparable periods due to permanent shifts in advertiser sentiment and excess ad inventory that will plague the industry for years to come,” the magazine says. Radio will probably be flat and outdoor advertising “should begin a ’slow recovery’ later in the year.”
Fitch also predicts that pay walls for online content will be instituted and then abandoned in 2010.
Tags: projections