Cable networks surpassed broadcast networks in attracting advertising dollars for the first time in 2005 and, according to a recent study by PricewaterhouseCoopers, that gap will widen through 2010.
According to PWC’s “Global Entertainment and Media Outlook: 2006-2010,” cable-network advertising revenue was $18.888 billion in 2005 (a 15% increase), squeaking by broadcast networks, which reported $18.05 billion in ad revenue that year (up just 1%).
According to PWC, cable networks will pull further ahead of broadcast in later years -- the research giant estimated that cable-network advertising growth will rise at a compound annual rate of 8.7% to $28.7 billion in revenue in 2010, while broadcast-network advertising will increase 5.2% per year to $23.25 billion.
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