2004 TV Ad Revenue Figures

LOCAL BROADCAST TV REVENUES WERE UP 12.0%
LAST YEAR, SHOWING STRENGTH ACROSS THE BOARD

4th quarter revenues jumped 18.0%

NEW YORK, March 17, 2005 -- Local broadcast television ad revenues were up 12.0% in 2004 compared to the year before, according to the Television Bureau of Advertising (TVB) analysis of estimates supplied by TNS Media Intelligence/CMR in the top 100 markets. Revenues were up in nine of the top ten categories for the year. In the final quarter, revenues jumped by 18.0%.

Network TV posted a 9.5% increase for the year (and a 1.5% gain in the fourth quarter); syndicated TV increased by 15.8% for the year (and jumped by 11.6% in the fourth quarter). Taken together with local broadcast television revenues, total broadcast TV posted an 11.0% gain for the year (and increased by 8.5% in the quarter).

On the local broadcast TV side during 2004 (including both local and national spot activity), nine of the top ten categories were up. The No. 1 Automotive category was up 11.5%, No. 2 Restaurants was up 3.2%, No. 3 Government & Organizations was up 173.0%, No. 4 Car & Truck Dealers was up 7.6%, No. 5 Furniture Stores was up 11.7%, No. 6 Telecommunications was up 1.5%, No. 7 Financial was up 22.5%, No. 8 Insurance & Real Estate was up 27.6%, No. 9 Food & Food Products was down 7.0%, and No. 10 Travel, Hotels & Resorts was up 1.5%.

Local broadcast’s top ten individual advertisers all posted increases during 2004. No. 1 DaimlerChrysler was up 1.4% compared to the previous year, No. 2 Ford Motor Dealers Association was up 8.8%, No. 3 General Motors was up 13.1%, No. 4 General Motors Dealers Association was up 8.8%, No. 5 Nissan Motor was up 21.7%, No. 6 Honda Motor was up 16.1%, No. 7 Toyota Motor Dealers Association was up 18.2%, No. 8 Ford Motor was up 2.8%, No. 9 Toyota Motor was up 17.4%, and No. 10 Verizon Communications was up 39.5%.

4th QUARTER 2004 SUMMARY
 
  4th Qtr 2004 4th Qtr 2003 % Change
LOCAL BROADCAST TV* $5,263,694,100 $4,461,141,700 18.0%
SYNDICATED TV 1,032,433,800 924,804,300 11.6%
NETWORK TV** 6,647,645,700 6,548,705,900 1.5%
TOTAL BROADCAST TV $12,943,773,600 $11,934,651,900 8.5%
       
FULL YEAR 2004 SUMMARY
       
  Full Year 2004 Full Year 2003 % Change
LOCAL BROADCAST TV* $18,365,947,800 $16,391,997,000 12.0%
SYNDICATED TV 3,930,908,900 3,395,791,900 15.8%
NETWORK TV** 24,896,856,000 22,739,254,100 9.5%
TOTAL BROADCAST TV $47,193,712,700 $42,527,043,000 11.0%
 
* Includes both local and national spot activity in the top 100 markets.
**Network figures include WB, UPN and PAX.
 
Source: Television Bureau of Advertising (TVB) from estimates supplied by
TNS Media Intelligence.

 

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 period

View top 25 spot TV ad categories for full-year period

 
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