For CMO & Marketing Leadership Professionals

Primary Analyst Photo	Document Information	Rate this Document
	January 15, 2010 US TV Ad Spending Forecast, 2009 To 2014 Cable And Advanced TV Advertising Drive Return To Modest Growth by David M. Cooperstein with Kim Le Quoc, Jean-Yves Lugo

This is an excerpt

Executive Summary

Television remains the dominant mass medium in the US, and TV ad spending is usually the biggest line item in consumer marketers' budgets. Spending has been down lately, primarily due to the recession rather than marketing mix shifts. As the economy recovers, Forrester forecasts that TV spending will see a modest recovery in 2010, growing 1% to $69.5 billion. Longer-term, cable TV will recognize the benefits of advanced TV advertising technologies like addressability and interactivity first and will drive the five-year forecast to approach a 4% CAGR.

TABLE OF CONTENTS

• Slow Change And New Technologies Mean Return To TV Spending Growth

WHAT IT MEANS

• TV Advertising Will Be Evolution, Not Revolution
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.