Broadcasters, including networks and cable channels, expect to increase advertising sales by $600 million to $800 million, or even by $1 billion over last spring in this year’s upfront sales for the coming season, The New York Times said Sunday.
The increase, which includes cable channel revenues edging closer to networks’, is in part attributed to discussion of TV moments on Facebook and other social nets.
“TV is about creating ‘water-cooler moments,’ only now they don’t take 12 hours till you’re at school or the office,” said Carolyn Everson, vice president for global marketing solutions at Facebook. “They happen in real time.”
Marketers in categories like cars, fast food, movies, retailing and telecommunications have been increasing ad budgets in recent quarters, the report says.
Networks took in about $500 million to $700 million more in the 2010 upfront market compared to 2009.
Cable channels this year could bring in $9 billion to $9.2 billion, an increase of 10 to 15 percent from their upfront season last year and close or equal to what the broadcast networks are expected to sell, The Times said. (The story doesn’t give a total figure for over-air networks.)
Hispanic television nets could bring in $1.9 billion — up 11.8 percent from last spring.