摩根大通美国电视广播行业研究报告2010年

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    While secular concerns persist, most TV and Radio broadcasters are in a much
better position today versus a year-ago—with top-line momentum, stronger
balance sheets, and emerging digital/mobile initiatives. Revenue trends continue
to improve along with the broader economy, consumer confidence, and auto sales.
We expect significant growth in TV and Radio advertising in 2010 that should
translate into meaningful operating leverage given leaner expense bases. Our
2010 Broadcast Television Fact Book contains relevant information, data, and
statistics on the TV industry. We take a closer look at
1) Advertising statistics
2)Ratings data,
3) Station ownership,
4) Historical M&A transactions.
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关键词：行业研究报告 研究报告 摩根大通 电视广播 行业研究 美国 研究报告 摩根大通 电视广播

Table of Contents
Introduction ..............................................................................3
Advertising Statistics...............................................................6
Ratings Data ...........................................................................18
Station Ownership..................................................................22
Historical M&A Transactions.................................................79
Tables
Table 1. Television (Spot) Advertising Revenue Performance....................................8
Table 2. Television (Spot) Local and National Advertising Revenue Performance ....8
Table 3. Quarterly Television (Spot) Advertising Revenue Performance....................8
Table 4. Automotive Ad Spending by Media ..............................................................9
Table 5. Automaker Ad Spending by Media .............................................................10
Table 6. Automotive Ad Spending by Manufacturer.................................................10
Table 7. Estimated Total Annual Advertising Expenditures......................................11
Table 8. Percentage Share of Total Annual Advertising Expenditures......................12
Table 9. Year-Over-Year Growth in Total Annual Advertising Expenditures ..........13
Table 10. Estimated Local Advertising Expenditures................................................14
Table 11. Estimated National Advertising Expenditures ...........................................15
Table 12. Estimated Annual Political Advertising Expenditures...............................17
Table 13. Adult 18-49 and Total HH Ratings Through Week 33 ..............................19
Table 14. Broadcast Season Ratings (Primetime)......................................................20
Table 15. Broadcast Season Share (Primetime) .........................................................21
Table 16. Top 50 Broadcasters — Ranked by Gross TV Station Revenues ..............24
Table 17. Breakdown of Affiliates for Leading TV Station Operators......................25
Table 18. Revenue Breakdown by Affiliate Mix for TV Station Operators ..............26
Table 19. Market Share of Leading U.S. Television Station Operators.....................27
Table 20. Top TV Station Owners by Network .........................................................27
Table 21. Top 50 Broadcasters by “Syndicator Perspective” ....................................28
Table 22. Top 50 Broadcasters by “FCC Perspective” ..............................................29
Table 23. 50 Largest Broadcast TV Station Owners in the U.S.................................31
Table 24. TV Station M&A Transactions — Annual Deal Volume ..........................80
Table 25. TV Station M&A Transaction Volume by Quarter....................................82
Table 26. Significant Broadcast TV M&A Transactions...........................................83
Table 27-68. Television M&A Transactions .............................................................84

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