Broadcast TV Showing Signs of Improvement

3-19-10

BROADCAST TV REVENUES WERE DOWN 12.8% IN 2009
In 4Q, revenues were down only 4.5%, indicating the industry is recovering

NEW YORK, March 19, 2010 –Total broadcast television ad revenues were down 12.8% in 2009, compared to the year before, according to the Television Bureau of Advertising (TVB) analysis of estimates supplied by Kantar Media. But in the fourth quarter, total broadcast television revenues were down 4.5%, indicating the industry began to recover in recent months.

Network TV posted a 3.3% gain for the quarter (and a 7.2% decline for the year); syndicated TV was down 10.7% for the quarter (and down 4.9% for the year), and local broadcast television was down 13.8% for the quarter (and was down 23.6% for the year). Complete figures can be found on the TVB website at www.tvb.org.

Among the top 10 advertising categories on the local broadcast TV side during the fourth quarter of 2009 (including both local and national spot activity), No. 1 Automotive was down 11.3% compared to the same period in 2008, No. 2 Communications/ Telecommunications was up 1.5%, No. 3 Restaurants was up 0.3%, No. 4 Insurance was down 8.7%, No. 5 Car & Truck Dealers was down 11.9%, No. 6 Furniture Stores was down 9.0%, No. 7 Financial was down 4.6%, No. 8 Government & Organizations was down 47.1%, No. 9 Food and Food Products was up 12.8%, and No. 10 Schools, Colleges & Camps was down 5.0%.

Among local broadcast's top ten individual advertisers, No. 1 Chrysler Group LLC was up 28.0%, No. 2 AT&T was up 20.6%, No. 3 Toyota Motor Dealers Association was up 16.1%, No. 4 Ford Motor Co Dealers Association was up 33.4%, No. 5 Verizon Communications was down 14.2%, No. 6 General Mills was down 16.4%, No. 7 Honda Motor Co was down 33.8%, No. 8 General Motors Corp. was down 5.6%, No. 9 Comcast was down 25.7%, and No. 10 McDonalds Corp. was up 34.0%.

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 more than 600 individual television stations.


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