A Moment in the Sun for Television

Coverage Type: reporting
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Video content — regardless of the type of screen on which it is watched — has been basking in a bright spotlight. Companies that own and operate other forms of media are making presentations, but television looks to be having a moment, in large part because marketers remain keen on buying commercial time during video programming despite the uncertain outlook for the economy.

Spending on television ads around the world next year will increase 6.7 percent from 2011, said Vincent Létang, executive vice president and director for global forecasting at the Magnaglobal unit of Mediabrands, part of the Interpublic Group of Companies. He predicted that gain even as he reduced his estimate for growth next year in ad spending in all media, to 5 percent from a previous forecast that called for an increase of 6.5 percent. Among all media in 2012, Mr. Létang said, only online ads will register a greater percentage gain in worldwide ad spending than TV, at 11.2 percent. Another forecaster, Steve King, chief executive at the ZenithOptimedia division of the Publicis Groupe, predicted that from 2011 to 2014, television would increase its share of worldwide ad spending to 40.3 percent, from 40.2 percent. The rising tide for TV seems to be lifting all boats, even the venerable ship known as broadcast network television. It has never been healthier, said Leslie Moonves, president and chief executive at the CBS Corporation, at least for his eponymous network.



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