Broadcast TV Stations Break $1 Billion Online (Estações de TV nos EUA quebram limite de $ 1 bilhão de vendas online)

 É cada dia mais visível o crescimento da propaganda online. Também pudera: mais e mais pessoas estão passando mais tempo online do que no passado. O post abaixo vem do blog http://www.televisionbroadcast.com.

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Broadcast TV Stations Break $1 Billion Online
April 3, 2009

NEW YORK: Broadcast TV station Web sales broke through the billion-dollar threshold for the first time in 2008, according to a study by Borrell Associates commissioned by the Television Bureau of Advertising. TV station Web site sales totaled $1.04 billion for the year, up 36 percent from 2007, the study said. The year in progress is also tracking upward, despite the free-falling economy. Broadcast TV station Web sites are predicted to generate $1.3 billion in revenue, a growth rate of 26 percent.

“We saw a remarkable thing in this year’s survey,” said Gordon Borrell, CEO of Borrell Associates. “As we looked at the database of URLs, we saw that many broadcasters have branched out beyond merely selling banners on their ‘CallLetter.com’ sites. They’ve begun using the Web to launch new products that compete directly with newspapers, Yellow Pages and with each other. This was just theory or anecdotal until last year. Now it’s happening, and the launch of these new brands seems to be propelling those stations further ahead in revenues.”

Borrell said another change TV stations are making online is that the most successful ones are comparing their sites across the wider media market, and not just with other TV station Web sites.

“We see a handful of stations capturing five, 10, even 13 times the market share of local online advertising as their TV peers,” he said. “They are obviously doing things differently, beyond the broadcast up-sell to the Web.”

The study, based on data submitted by 718 TV stations, also indicated that station sites gained on newspaper Web sites. A local TV site beat out the largest newspaper site in 22 of the 80 markets surveyed, up from 16 last year. It also showed that the heaviest activity was in the Top 10 markets, where stations reported a 65 percent increase in Web revenues in 2008. The average per-station revenue in those large markets surpassed the million-dollar mark for the first time, hitting $1.4 million.

In conclusion, the report said TV stations would “clearly” look to the Internet to make up for lost ground in on-air sales.

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