SNL Kagan‘s newest study, "Benchmarking Cable TV Advertising Statistics," reports that while 2006 was a banner year for cable ad sales, the 2007 market was divided between national strength and local market weakness. SNL Kagan forecasts a 10% CAGR for national cable ad sales between 2007 and 2011, bringing cable network gross billings from less than $20 billion to more than $28 billion. However, cable ad sales in local markets are estimated to grow at a low CAGR of 6.8% over the next five years, reaching $5.7 billion by 2011. National elections may provide local sales with a boost, but that gain might be diminished by the faltering economy. SNL Kagan forecasts an 8.1% rise in 2008, well below both 2006 estimate of 11.5% growth and the 12.8% gain from the last national election year.

The Daily


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