Local TV Continues to Outperform Other Broadcast TV Sectors in Ad Revenue Recovery, TVB Says

9-23-10

New York, Sept. 23, 2010—In the latest indication of the increasingly good health of local broadcast TV, spot TV revenues were up 28.1% in the second quarter of 2010 compared to the same period last year, according to a TVB analysis of estimates supplied by Kantar Media. It was by far the most robust performer of the broadcast TV’s three sectors.
 
Network TV was up 4.7% in the quarter, syndicated TV was down 10.1%, which (together with the spot TV sector) resulted in a 9.5% gain for total broadcast TV.
 
For the first half of 2010, spot TV was up 24.4%, syndicated TV was down 11.7%, and network TV was up 8.0%, producing a total broadcast TV increase of 10.4%. 
 
Advertising Revenue Comparison in Television
2010 vs. 2009
 
2nd Qtr 2010
2nd Qtr 2009
% Change
Spot TV*
3,413,867.2
2,664,112.9
28.1
Syndication
976,310.7
1,086,451.9
-10.1
Network TV
6,132,283.8
5,856,118.1
4.7
Total Broadcast TV
10,522,461.7
9,606,682.9
9.5
 
 
 
 
 
1st Half 2010
1st Half 2009
% Change
Spot TV*
6,889,326.9
5,539,545.2
24.4
Syndication
1,930,557.9
2,185,976.3
-11.7
Network TV
13,367,735.3
12,376,892.5
8.0
Total Broadcast TV
22,187,620.1
20,102,414.0
10.4
 
Spot TV is the 101-market total.   Copyright 2009, 2010 Kantar Media.
 
The Top 25 advertising categories for local broadcast TV indicated an across-the-board recovery in the quarter, with 24 of the 25 categories posting increases. Focusing on the Top Ten categories, No. 1 Automotive was up 82.5%, No. 2 Communications/Telecommunications was up 15.4%, No. 3 Restaurants was up 15.8%, No. 4 Car & Truck Dealers was up 25.8%, No. 5 Travel, Hotels & Resorts was up 10.9%, No. 6 Furniture Stores was up 17.3%, No. 7 Financial was up 59.4%, No. 8 Legal Services was up 18.2%, No. 9 Food and Food Products was up 31.5%, and No. 10 Schools, Colleges & Camps was up 13.1%.
 
Among local broadcast television’s Top 25 individual advertisers, the upbeat story was similarly across the board, with 23 of the 25 showing gains. Looking at the Top Ten advertisers, No. 1 Chrysler Group was up 302.4%, No. 2 AT&T was up 81.7%, No. 3 Ford Motor Co Dealers Association was up 76.3%, No. 4 Honda Motor was up 28.1%, No. 5 Toyota Motor Corp Dealers Association was up 104.0%, No. 6 Verizon Communications was down 1.4%, No. 7 Comcast Corp. was up 12.5%, No. 8 General Mills was up 25.2%, No. 9 McDonalds was up 30.5%, and No. 10 General Motors was up 417.7%.

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 over 500 individual television stations
 
 
 

 


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