Monday, October 25, 2010

Radio Ad Forecast Is Looking Stronger For The Last Quarter...

Radio ad forecasters tell us the U.S. recovery is slower than most other markets because unemployment is "stubbornly high". Media Life reports that the U.S. will lag behind until unemployment falls substantially, making consumers and therefore advertisers, more confident about their future prospects but that's not stopping ZenithOptimedia and Magna Global. Both companies are more upbeat now than they were three months ago. Ad forecasters at those two giant ad agencies have both upped their U.S. outlook for 2010 - ZenithOptimedia to 2.2% (from 1.1%) with a gain of 2.4% in 2011. Magna Global is even more optimistic, putting 2010 spending including political and Winter Olympics at 4.1% (from 3.4%) but only predicts growth of 1.9% in 2011. Forecasters say there's a reason that 2010 is turning out better than expected...

Advertisers have committed a lot more money than expected to sporting events around the world. The Super Bowl, Vancouver Olympics, soccer World Cup in South Africa and strong corporate profits have allowed many to invest more in their core brands. Mid-term elections and Winter Olympics are providing a nice boost to spend this year but just wait until 2012 when we have a presidential election and summer Olympics, say the experts. 2011 is looking stronger than it did three months ago, but the rapid growth this year means that growth rates will remain roughly stable in the U.S. and fall back slightly worldwide...

To those small-market stations trying to save a buck, comes this warning from ad agencies. While cancelling your rating service is a short-term cost-cutting move, you could get a long-term negative impact. Not only will prospective accounts assume you're not doing well, you also project a negative image to ad agencies...

10 Timeline Memories:
1.1962] Hell freezes over: In one of the most dynamic speech's of all-time, Adlai Stevenson, addressing the U.N. demands that Russian ambassador Zorin explain the presence of missiles in Cuba, saying "I am prepared to wait for my answer until hell freezes over". Simply brilliant!!!
2.1964] Turn around, look at me: Viking Jim Marshall, a good player but lacking a good sense of direction, runs 66 yards in the wrong direction after picking up a fumble, costing the Vikes a 2-point safety...
3.1981] World Series Memories: In one of the more bizarre George Steinbrenner moments, "The Boss" claims that he broke his hand in an elevator fight in L.A. during the 1981 World Series. Although the Yankees win the first two games at Yankee Stadium, they get swept in Los Angeles and then back home, "handing" the series to LA...
4.1986] More Fall Classics: Bill Buckner happens as the Mets beat the Red Sox and go on to win the World Series in game 7...2003] The Marlins' Josh Beckett pitches Florida to the World Series title with a 2-0 shutout of the Yankees. Beckett tags (hip, hip) Jorge Posada on the tush for the final out...
5.1990] Strike Out: The New York Daily News goes on strike. The strike will last until March, 1991...
6.1991] 'Happy Trails': Rock promoter Bill Graham is killed in a helicopter crash at 60...
7.1994] Guilty as charged: Susan Smith claims that a carjacker drove off with her two sons but later confesses to drowning them. She will be convicted of murder and sentenced to life (a term she's now serving)...
8.1999] Deadly golf crash: Colorful golf pro Payne Stewart and 5 others die in a Learjet crash in South Dakota. Stewart was 42...
9.1996] How do you mend a broken heart?: Joe Torre's brother Frank receives a heart transplant during the 1996 World Series. Frank is living a healthy life and will be 79 in December...
10.2003] Winner, spelled B-o-w-d-e-n: Florida State football coach Bobby Bowden becomes the winningest, dad-gum coach in major college football history with his 339th victory as his Seminoles beat Wake Forest 48-24. Bowden will total 389 wins before retiring - 377 wins in Division 1 play, finishing second to Joe Paterno's 397...

Music Memories:

Commentary:

The countdown for the Tampa Bay Radio Reunion has begun. If you plan to attend and haven't RSVP'd, do it now. The reunion is set for Saturday, November 6 at the Hula Bay Club in Tampa. Festivities get underway at 2PM. RSVP Sandy Hall at swoodworth@embargmail.com or call 813-205-5247. If you missed last year's reunion, you missed a good one...so pass along the info and come swap lies and have a few brews...

"Happy Birthday...happy birthday":

Katy Perry (26), Pedro Martinez (39), Mike Eruzione (56), Dave Cowens (62), James Carville (66), Helen Reddy (69), Bobby Knight (70), Marion Ross (82) and Barbara Cook (83)...

Timeline Countdown: 3 days until Game 1 of the World Series, 6 nights until Halloween, 13 days until standard time and 31 days until Thanksgiving...

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