antenna for Sinclair foresees minimal Q4 2024 media earnings from the local sector, below projection
Sinclair, Inc. to Report Fourth-Quarter Earnings Amid Shifting Advertising Landscape
Sinclair, Inc., a leading media company, has announced that it will report its fourth-quarter 2024 earnings results at 4 p.m. ET on Wednesday, February 26, 2025. The company's earnings report comes amidst a changing advertising landscape, with local broadcast-TV ad revenue expected to decline slightly in 2025.
According to recent forecasts, U.S. local advertising revenue is expected to decrease by less than 2%, totalling approximately $171.4 billion in local ads. Traditional local advertising, including broadcast TV, is predicted to generate around $81.5 billion, accounting for about 48% of all local ad revenue.
Sinclair's local media revenue expectations have been adjusted downward compared to previous guidance. The company has revised its local media revenue outlook for 2025 to a mid-single-digit percentage decline year-over-year, a shift from the initial forecast of flat or slight growth.
The company's preliminary figures show distribution revenue higher than expected, while non-political ad revenue indicates a weakening ad market. Sinclair expects its Local Media segment fourth-quarter 2024 media revenues to be slightly lower than previously disclosed, with a range of $931 million to $933 million.
Political advertising revenue is expected to be approximately $203 million. The company did not disclose any new information about its media revenues in this regard.
Sinclair, Inc. also announced new debt offerings. The company expects its Local Media segment combined preliminary media programming and production expenses and media selling, general and administrative expenses to be between $580 million and $582 million for the fourth quarter of 2024.
Following the earnings report, a conference call to discuss the results will take place at 4:30 p.m. ET. Further details about the company's other media revenue and core (non-political) advertising revenue were not provided.
This forecast reflects a normalization after the election-driven uplift in 2024 and highlights the continuing challenges traditional broadcasters face amid increasing digital ad dominance. Despite the decline in traditional local advertising, digital and streaming platforms, including AVOD (advertising-based video on demand), continue to expand rapidly and capture more ad dollars.
| Aspect | 2024 Forecast | 2025 Forecast | |-------------------------------|--------------------------------|--------------------------------| | U.S. local advertising revenue | +9% growth, boosted by elections | Slight decline (<2%), to $171.4B total local ads | | Traditional local advertising (incl. broadcast TV) revenue | Steady or slight growth | $81.5B, about 48% of local ad revenue | | Sinclair, Inc. local media revenue outlook | Previous guidance: flat or slight growth | Revised to mid-single-digit decline |
[1] Source: Local Broadcast-TV Ad Revenue Forecast 2025 [4] Source: Digital and Streaming Ad Revenue Forecast 2025
- Sinclair, Inc., a major player in the media industry, is set to announce its fourth-quarter 2024 earnings on February 26, 2025, amidst a shifting advertising landscape.
- The U.S. local advertising revenue is expected to slightly decline in 2025, totalling approximately $171.4 billion, according to recent forecasts.
- Traditional local advertising, which includes broadcast TV, is predicted to generate around $81.5 billion, accounting for about 48% of all local ad revenue.
- Sinclair's local media revenue expectations have been adjusted downward, with a mid-single-digit percentage decline year-over-year anticipated for 2025.
- The company's preliminary figures show distribution revenue higher than expected, while non-political ad revenue indicates a weakening ad market.
- Sinclair, Inc. also announced new debt offerings and expects its Local Media segment media programming and production expenses and media selling, general, and administrative expenses to be between $580 million and $582 million for the fourth quarter of 2024.
