- Published: July 2008
Benchmarking: Local TV Web Sites Gaining Ad Share - TV Web Revenues & Online Ad Spending Projections for 211 Cities
- Published: January 2006
- Region: World
- 32 Pages
- Borrell Associates Inc
As 2005 ended, many stations seemed to have caught the Internet bug. As a whole, stations increased their online ad share two points over the past 12 months. Some station groups are now generating millions from their Internet operations. As 2006 begins, the future looks bright. According to this Borrell Associates report "Benchmarking: Local TV Web Sites Gaining Ad Share - TV Web Revenues & Online Ad Spending Projections for 211 Cities", TV Web sites are budgeting an average 45 percent growth, a figure that might help them steal even more market share.
Television executives shouldn't be surprised by the growth in local online advertising. It holds strong parallels to another advertising medium that burst onto the scene and started stealing share from traditional media 50 years ago - television advertising.
There is evidence that the Internet will be just as strong as an advertising medium - if not stronger - than television. Internet advertising had a compound annual growth rate of 51.4 percent in its first 10 years, while broadcast TV's growth was 42.7 percent in its first decade and cable TV 37.3 percent. This indicates a likelihood that the Internet will become a significant local as well as national advertising medium that will reach par with TV, newspapers and direct mail advertising shares.
The scenario is hardly believable to TV stations that get less than 2 percent of their gross revenues from their Web operations. To them, the hundreds of thousands of dollars that a Web site might generate pales in comparison to a broadcast station's tens of millions of dollars.
Things are beginning to change. Perhaps taking a cue from the beleaguered newspaper industry, TV stations are just now realizing that their Web sites are not merely interactive brochures for their stations, but an opportunity to generate new ad revenue and excitement for their companies.
As 2005 ended, many stations seemed to have caught the Internet bug. Stations increased their online ad share two points over the past 12 months. Some are snaring as much as 15.5 percent of all locally spent online advertising. Some station groups are generating millions from their Internet operations.
As 2006 begins, the future looks bright. TV Web sites are budgeting an average 45 percent growth - a figure that might help them steal even more market share. SHOW LESS READ MORE >
Chapter 1: Local Broadcasters Get Focused on the Web
Chapter 2: Benchmarking Local TV Sites
Chapter 3: Where To Find Growth in 2006
Conclusions and Recommendations
Appendix A: 2005 - 2010 Online Ad Spending Forecast
Appendix B: Ad-Spending Forecasts for 210 DMAs
Appendix C: Methodology
CHARTS & TABLES
Figure 1. The Web's Contribution to TV for Eight Station Groups
Figure 2. TV Web Site Revenue Growth: 2002 to 2006 projected
Figure 3. Media Segments Competing for Online Advertising
Figure 4. One-Fifth of the Stations Experienced Growth Above 100%
Figure 5. 2005 TV Web Revenues by Market Size
Figure 6. Online Advertising Share for TV Web Sites by Market Size
Figure 7. Ad Categories Expected to be Top 3 for Growth in 2006
Figure 8. Top 20 Local Online Ad Spending Categories in 2005
Figure 9. The Rise and Fall of Online Advertising Segments, 2005-10
Figure 11. WRAL's Local Search Plan
Figure 12. WKRN's Local Search Plan
Figure 13. HamptonRoads'tv: Newspaper Launches Online TV Station
Some of the companies mentioned include:
- The New York Times Co.
- Knight Ridder
- Digital Media Classifieds
- The Boston Globe
- The Atlanta Journal
- The Modesto Bee
- The Virginian-Pilot
- The Roanoke Times
- The (Wilmington, Del.) News Journal
|Electronic||The report will be emailed to you.|