2009 TV Ad Revenue Figures

Broadcast TV Revenues Showing Signs of Improvement

NEW YORK, March 19, 2010 -- Broadcast TV’s fortunes began to turn around in the fourth quarter of 2009 and evidence is mounting that the first quarter of 2010 will show positive growth, according to the Television Bureau of Advertising (TVB) in conjunction with its release of 2009 estimates supplied by Kantar Media.

Among local broadcast’s top ten individual advertisers, No. 1 Chrysler Group LLC was up 28.0% in the fourth quarter, 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%.

Total broadcast revenues were down only 4.5% in the fourth quarter of 2009, compared with a total year decline of 12.9%.

Susan Cuccinello, svp/research at TVB, said: “Local broadcast television revenues are definitely improving, judging by the anecdotal evidence from our stations and the preliminary numbers we’ve seen.”

Network TV posted a 3.3% gain for the fourth quarter of 2009 (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%.


4th QUARTER 2009 SUMMARY
($000)
       
  4th Qtr 2009 4th Qtr 2008 % Change
Spot TV* 3,938,067.6 4,569,585.4 -13.8
Syndication 1,020,919.8 1,143,128.8 -10.7
Network TV 6,581,538.1 6,372,578.2 3.3
Total Broadcast TV 11,540,525.5 12,085,292.4 -4.5
 
Full Year 2009 SUMMARY
($000)
       
  Full Year 2009 Full Year 2008 % Change
Spot TV* 12,597,801.0 16,494,350.7 -23.6
Syndication 4,229,144.5 4,444,930.3 -4.9
Network TV 23,615,019.4 25,445,033.7 -7.2
Total Broadcast TV 40,441,964.9 46,384,314.7 -12.8
     
*Includes both local and national spot activity in the 100+ markets measured by TNS/MI.
     
Copyright 2008 - 2009, 2010 Kantar Media


View top 25 spot TV advertisers for 4th quarter

View top 25 spot TV ad categories for 4th quarter

View top 25 spot TV advertisers for Full Year

View top 25 spot TV ad categories for Full Year


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