Advertising Outlook—Lots of Messages, Pick Your Source

Recently Pivotal Research reduced its advertising forecast to -1.4% for 4Q from 0.9% growth and down 0.5% vs growth of 1.2% in 3Q (excluding political), citing the fiscal cliff, industry commentary and Hurricane Sandy as reasons why the 2^nd half of the year will suffer. Then more earnings reports came, and comments on earnings calls with analysts often sounded pretty rosy. Time Warner Inc and Scripps Net, for instance, were positive. Meanwhile, Pivotal analysts remain credulous. Read on for their comments and how Disney’s earnings come into play.

More top stories in today’s CableFAX Daily:

 

NAB and several local broadcasters filed their initial briefs in their court challenge of the FCC’s decision to eliminate the viewability rule.

 

Since launching in the US in Sept, UK second screen TV app Zeebox has signed on several big-name backers, including NBCU. Now the net is teaming up with American Express.

Wave Broadband hired Colette Jelineo, ex-Cox vp, marketing, as CMO—and some other familiar names in cable, too.