Ad Rebound Seen

CABLE WORLD STAFF

Recession be damned.

"Media Recession 2001: Real or Self-Fulfilling?" - a new study released last week by Myers Reports - is bullish on Madison Avenue's prospects for 2001, predicting an ad spending rebound by the fourth quarter.

"There will be some downturn in ad spending before the fourth quarter, but it will be a short-term hiccup in the bigger picture, which is one of sustained economic growth," says Jack Myers, CEO/chief economist of Myers Reports. "Local media, except for radio, will have the greatest support overall this year."

"Cable markets will be down in the first half of the year, but should be up 10 to 14% by the end of the year, while broadcast should be up by around 3%," he adds. "National cable TV is not only more efficient and more vital, but ratings are up - look at how well Lifetime is attracting women viewers. Cable offers more choices for advertisers."

Myers plans to issue quarterly updates of the report's new Ad Confidence Index. Myers' current ACI indicates that more marketers and advertising executives are optimistic about ad spending for this year than they were at the height of the media economic boom - a composite of 69.04% in 2000 from 68.37% in 1999. The report also projects that Internet ad spending will grow 70% in 2001 to $8.1 billion.

IN DEMAND ON ICE In Demand will present a 10-hour block of bonus programming entitled NHL Working Overtime as part of the pay-per-view purveyor's "NHL Center Ice" free preview week Feb. 6-11. NHL Working Overtime will air in a continuous loop on the NHL1 channel between NHL games on In Demand. Among the highlights: overtime action from Games 5 and 6 of the 2000 Stanley Cup Finals.

BRAVO'S NEW LOOK Bravo unveiled a new on-air look Feb. 1, a visual extension of the network's new tagline, "Not your everyday ... every day on Bravo." The look incorporates multiple art forms, including stylized music, color and movement. Actor Fisher Stevens supplies the new on-air voiceover. The Rainbow Media network's ID will be continuously updated to feature Bravo talent, including Cirque du Soleil performers.

USA UNIT A GOOD SPORT USA Networks' Electronic Commerce Solutions unit plans to re-launch CBS SportsLine.com's online retail site. The company will promote the store through USA Networks' cable channels and Internet properties, such as Ticketmaster.com, Citysearch.com and Hoteldiscount.com.