2005 TV Ad Revenue Figures

LOCAL BROADCAST TV REVENUES WERE
DOWN 8.8% LAST YEAR

4th quarter revenues were down 10.9%

NEW YORK, March 10, 2006 – Local broadcast television ad revenues were down 8.8% in 2005 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 down in seven of the top ten categories for the year. In the final quarter, revenues declined by 10.9%.

Network TV posted a 0.7% increase for the year (and a 6.0% gain in the fourth quarter); syndicated TV increased by 7.4% for the year (and jumped by 10.9% in the fourth quarter). Taken together with local broadcast television revenues, total broadcast TV thus posted a 2.4% decline for the year (and declined by 0.5% in the quarter).

Among the top 25 advertising categories on the local broadcast TV side during 2005 (including both local and national spot activity), No. 7 Government & Organizations showed the biggest decline (-54.0%), reflecting the absence of political dollars from the previous year"s presidential election. The biggest increase was in No. 5 Insurance & Real Estate, which posted a 19.6% gain. Elsewhere in the top ten, the No. 1 Automotive was down 9.0%, No. 2 Restaurants was down 3.1%, No. 3 Telecommunications was down 18.6%, No. 4 Furniture Stores was up 1.8%, No. 6 Financial was down 11.2%, No. 8 Schools, Colleges & Camps was up 4.1%, No. 9 Leisure Time Activities & Events was down 2.0%, and No. 10 Food & Food Products was down 18.4%.

Among local broadcast’s top ten individual advertisers, No. 1 DaimlerChrysler was down 12.7% compared to the previous year, No. 2 General Motors Corp Dealers Association was up 8.6%, No. 3 Ford Motor Co Dealers Association was down 8.7%, No. 4 Toyota Motor Corp Dealers Association was up 11.0%, No. 5 General Motors was down 23.2%, No. 6 Honda Motor Corp was down 11.8%, No. 7 Nissan Motor was down 20.0%, No. 8 Ford Motor was down 15.1%, No. 9 Yum Brands was up 1.7%, and No. 10 Toyota Motor was down 23.9%.

4th QUARTER 2005 SUMMARY
LOCAL BROADCAST: Top 100 Markets
       
  4th Qtr 2005 4th Qtr 2004 % Change
LOCAL BROADCAST TV* $4,692,757,700 $5,269,051,900 -10.9
SYNDICATED TV 1,145,074,700 1,032,433,800 10.9
NETWORK TV** 7,043,279,200 6,647,603,700 6.0
TOTAL BROADCAST TV $12,881,112,000 $12,949,089,000 -0.5
       
FULL YEAR 2005 SUMMARY
LOCAL BROADCAST: Top 100 Markets
       
  FULL YEAR 2005 FULL YEAR 2004 % Change
LOCAL BROADCAST TV* $16,754,883,000 $18,371,113,700 -8.8
SYNDICATED TV 4,222,485,300 3,930,908,900 7.4
NETWORK TV** 25,082,979,700 24,897,875,200 0.7
TOTAL BROADCAST TV $46,060,348,000 $47,199,898,000 -2.4
       
 
* 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 advertisers for full year period

View top 25 spot TV ad categories for 4th quarter

View top 25 spot TV ad categories for full year period

 
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