Wednesday Borrell offered a preview. The chart above is for mid-size markets, showing how top performers are beating their peers by as much as tenfold in terms of digital revenue. The average TV station in a midsize market, for instance, generated $1.8 million in digital revenue in 2015, while the top-performing station in that market grouping generated $9.4 million.
Other findings from our upcoming benchmarking report:
- In terms of total digital revenue, newspapers dominated in 2015. The average newspaper across all market sizes made 5x more digital revenue than the next-closest media competitor (radio, TV, yellow pages, cable systems or pureplay Internet companies.
- In terms of the number of competitors plying local markets, pureplay Internet companies dominated large markets but were almost non-existent in smaller ones. In the smallest markets, yellow pages companies were dominant sellers of digital advertising.
- In terms of digital growth last year, pureplay companies dominated while many traditional media companies hit a wall. Several newspaper companies saw digital sales go flat or decline; large yellow pages companies like Dex Media saw double-digit declines. This is the "digital divide" we predicted two years ago.
No comments:
Post a Comment