In a research note published on September 24, the analysts mention that from Monday, September 24, the absolutely new broadcast season of 2012 to 2013 started. Furthermore, due to the soft close to the last broadcast season (weakened of February to June), the quick fall in mature however still big shows such as Dancing With The Stars, the end of shows like House, and augmented competition from cable networks together with additional NFL games on The NFL Network, rising returning cable shows namely The Walking Dead and Sons of Anarchy, and cable networks lifting spending of programming 5 percent to 10 percent Y/Y despite the fact that broadcast budgets raise 0 percent to 3 percent, not to cite a further Nielsen TV universe adjustment (-1.0 percent for A18-49), broadcast network entertainment viewership this Fall is supposed to be challenged.
In addition to this, although for low single digits total core broadcast advertisement growth this season, broadcast sports programs should grow 4 percent or so, exclusive of Olympics, if the vision on viewership is right putting forward that broadcast entertainment advertising could be leaded towards flat Y/Y if the market of advertisement holds up, the analysts add further.
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