Projected growth in U.S. auto sales should boost TV ad...
Projected growth in U.S. auto sales should boost TV ad spending in 2012 and 2013, Moody’s said in a report on the rebounding auto sector. “TV is the most effective medium for auto advertising, and has a fixed level of…
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inventory that magnifies the pricing impact of higher demand,” it said. Other media will benefit from increased auto ad spending, but not to the same extent as TV, the report said. The implications are the most positive for larger, diversified media companies, because they sell a higher proportion of their ads to large national advertisers, Moody’s said. CBS “stands to benefit the most from growing auto ad spending because it derives more than 50 percent of its revenue from its broadcast networks,” the report said. Viacom, Time Warner, Disney and News Corp. are also poised to benefit.