National cable ad sales are expected deliver a 10% CAGR through ’11, bringing gross billings to more than $28bln, according to SNL Kagan. Local ad sales, however, are expected to grow at a "low" CAGR of 6.8% over the same period, to $5.7bln, hurt by a faltering economy. Helping both ad types will be a continued viewership migration to cable. "Broadcast networks have been losing viewers, and it’s going to get worse," said Kagan, which said the WGA strike will only exacerbate this trend.

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