Local Broadcast TV Revenues up 20.8% in 1Q, TVB Says

6-10-10

NEW YORK, June 10, 2010 – Spot TV was the strongest broadcast TV performer in the first quarter of 2010, posting revenue increases of 20.8% compared with the same period a year before, according to an analysis of Kantar Media data by the Television Bureau of Advertising.

Total broadcast TV revenues were up 11.1% in the first quarter, with the non-spot component parts breaking down as follows: network television revenues were up 10.9% and syndicated television posted a 13.2% drop. 

“This data clearly shows that local television stations are leading the industry as the economy recovers,” said Susan Cuccinello, SVP/Industry Research, TVB.  “These are very strong numbers.”


Advertising Revenue Comparison in Television
2010 vs. 2009

 

 

 

 

 

1st Qtr 2010

1st Qtr 2009

% Change

Spot TV*

3,473,674.8

2,875,432.3

20.8

Syndication

954,247.2

1,099,524.4

-13.2

Network TV

7,234,760.6

6,520,774.4

10.9

Total Broadcast TV

11,662,682.6

10,495,731.1

11.1

Local broadcast TV enjoyed increased revenues in virtually every category: all Top Ten categories were up as well as twenty of the Top 25.

Rank

Category

% Change, 1Q09-1Q10

1

Automotive

75.9

2

Communications/Telecommunications

18.3

3

Restaurants

12.3

4

Furniture Stores

17.3

5

Car & Truck Dealers

9.6

6

Financial

25.2

7

Insurance

5.8

8

Schools, Colleges & Camps

5.5

9

Legal Services

20.3

10

Food and Food Products

6.5

Among local broadcast television’s individual advertisers, the picture was similarly robust across the board: nine of the Top 10 were up as were 20 of the Top 25.  It was noteworthy that auto advertisers returned to the first two positions on the list having been absent from those slots for the first time in memory during the 1st quarter of 2009

 

Rank

Parent Company

% Change, 1Q09-1Q10

1

Chrysler Group LLC

108.4

2

Ford Motor Co Dlr Assn

70.8

3

Verizon Communications Inc

-1.2

4

Honda Motor Co Ltd

39.8

5

AT&T Inc

82.6

6

General Mills Inc

10.8

7

Toyota Motor Corp Dlr Assn

66.4

8

Comcast Corp

12.2

9

General Motors Corp

382.3

10

Toyota Motor Corp

83.2

The not-for-profit Television Bureau of Advertising (www.tvb.org) is the trade association of local television broadcasters. Its members include television broadcast groups, advertising sales rep firms, and over 500 individual television stations.


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