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For CMO Professionals

US TV Ad Spending Forecast, 2009 To 2014

Cable And Advanced TV Advertising Drive Return To Modest Growth

January 15, 2010

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  • By David M. Cooperstein
  • with Kim Le Quoc,
  • Jean-Yves Lugo

Why Read This Report

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.

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Table of Contents

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

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