NEW YORK, March 24, 2011 –Local broadcast TV came roaring back in 2010, led by a surge in automotive dollars, with a 23.5% gain over the previous year, according to a TVB analysis of estimates supplied by Kantar Media.
Broadcast network TV posted a 5.7% gain, syndicated TV was down 2.8%, and network cable TV was up 10.0%. Those components added up to a 10.2% gain for all of television. Click here for complete figures.
All of the top 10 advertising categories on the local broadcast TV side (including both local and national spot activity) posted gains during 2010. No. 1 Automotive was up 53.7% compared to the same period in 2009, No. 2 Communications/ Telecommunications was up 14.7%, No. 3 Restaurants was up 8.1%, No. 4 Political was up 598.8%, No. 5 Financial was up 54.3%, No. 6 Car & Truck Dealers was up 18.6%, No. 7 Furniture Stores was down 13.7%, No. 8 Insurance was up 10.5%, No. 9 Government & Organizations was up 31.3%, and No. 10 Schools, Colleges & Camps was up 11.5%.
Nine of local broadcast’s top ten individual advertisers were also up. No. 1 Political Advertising was up 538.4%, No. 2 Chrysler Group LLC was up 66.0%, No. 3 AT&T was up 41.2%, No. 4 No. 4 Ford Motor Co Dealers Association was up 45.2%, No. 5 Toyota Motor Corp Dealers Association was up 55.2%, No. 6 Honda Motor Co was up 31.1%, No. 7 Verizon Communications was down 5.3%, No. 8 Comcast was up 29.1%, No. 9 General Mills was up 10.5%, and No. 10 General Motors Corp. was up 73.0%.
The not-for-profit TVB (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.