US advertising sees modest growth; TV revenue to slide

Michelle Clancy | 29-01-2013

US core media owners' advertising revenues grew 4.7% in 2012 to $153.4 billion, according to MAGNA GLOBAL but TV is expected to decline in 2013.
For 2012, excluding record levels of incremental revenues generated by non-recurring events like the Olympics ($640 million) and political ads ($2.8 billion), the underlying growth was a modest 2.7%.
Digital media grew by 14.4%, with online video reaching $2 billion in advertising revenue and mobile advertising doubling in size to $3 billion.
For 2013, amidst slow economic recovery and a tough comparison, core media owners' advertising revenues are expected to grow by 0.6% (still +2.7% ex-P&O).
The firm however estimated that television revenues will decline by 3% (compared to the -1.4% previously forecast). Growth in digital media (+14.2%) and mobile advertising (+55%) will offset revenue declines in television, print and radio.