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Benchmarking: Local TV Web Sites Gaining Ad ShareProduct Type: Market Research ReportPublished by: Borrell Associates Inc. Published: January 2006 Product Code: R2670-13 Description As 2005 ended, many stations seemed to have caught the Internet bug. As a whole, stations increased their online ad share two points over the past 12 months. Some station groups are now generating millions from their Internet operations. As 2006 begins, the future looks bright. TV Web sites are budgeting an average 45 percent growth, a figure that might help them steal even more market share.Table of Contents Executive SummaryChapter 1: Local Broadcasters Get Focused on the Web Chapter 2: Benchmarking Local TV Sites Chapter 3: Where To Find Growth in 2006 Conclusions and Recommendations Appendix A: 2005 - 2010 Online Ad Spending Forecast Appendix B: Ad-Spending Forecasts for 210 DMAs Appendix C: Methodology CHARTS & TABLES Figure 1. The Web.s Contribution to TV for Eight Station Groups Figure 2. TV Web Site Revenue Growth: 2002 to 2006 projected Figure 3. Media Segments Competing for Online Advertising Figure 4. One-Fifth of the Stations Experienced Growth Above 100% Figure 5. 2005 TV Web Revenues by Market Size Figure 6. Online Advertising Share for TV Web Sites by Market Size Figure 7. Ad Categories Expected to be Top 3 for Growth in 2006 Figure 8. Top 20 Local Online Ad Spending Categories in 2005 Figure 9. The Rise and Fall of Online Advertising Segments, 2005-10 Figure 11. WRAL.s Local Search Plan Figure 12. WKRN.s Local Search Plan Figure 13. HamptonRoads.tv: Newspaper Launches Online TV Station |
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