2006 TV Ad Revenue Figures

LOCAL BROADCAST TV REVENUES WERE UP 21.5% IN 4Q, 11.5% FOR YEAR

All Top Ten ad categories were up in quarter and year

NEW YORK, March 15, 2007 -- Local broadcast television ad revenues were up 21.5% in the fourth quarter of 2006, compared to the same period in 2005, according to the Television Bureau of Advertising (TVB) analysis of estimates supplied by TNS Media Intelligence/CMR in the top 100 markets. For the year, revenues were up 11.5% over 2005. And it wasn’t just surging political spending in an election year that drove the growth--revenues were up in all of the top ten categories for the quarter and the year.

Network TV posted a 6.1% decline for the quarter (and a 2.0% gain for the year); syndicated TV declined by 7.7% for the quarter (and increased by 0.3% for the year). Taken together with local broadcast television revenues, total broadcast TV thus posted a 3.8% increase for the quarter and a 5.3% increase 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 2006 (including both local and national spot activity), No. 1 Automotive was up 13.1% compared to the same period in 2005, No. 2 Government and Organizations (which includes political dollars) was up 267.6%, No. 3 Restaurants was up 16.5%, No. 4 Telecommunications was up 34.7%, No. 5 Car & Truck Dealers was up 8.9%, No. 6 Insurance & Real Estate was up 15.3%, No. 7 Furniture Stores was up 6.8%, No. 8 Financial was up 1.3%, No. 9 Schools, Colleges & Camps was up 16.1%, and No. 10 Motion Pictures was up by 27.3%.

Among local broadcast’s top ten individual advertisers, No. 1 General Motors Corp Dealers Association was up 16.2% compared to the fourth quarter of 2005, No. 2 DaimlerChrysler AG Dealers Association was down 14.4%, No. 3 Ford Motor Co Dealers Association was up 10.6%, No. 4 Honda Motor Co. Ltd was up 12.8%, No. 5 Toyota Motor Corp Dealers Association was up 5.9%, No. 6 Nissan Motor Co. was up 10.2%, No. 7 Toyota Motor Corp. was up 119.8%, No. 8 Ford Motor Co. was up 12.1%, No. 9 AT&T was up 174.5%, and No. 10 Time Warner was up 74.5%.

4TH QUARTER 2006 SUMMARY
       
  4th Qtr 2006 4th Qtr 2005 % Change
LOCAL BROADCAST TV* 5,702,397.1 4,693,730.2 21.5
NETWORK TV 6,578,594.1 7,006,569.9 -6.1
SYNDICATED TV 1,057,056.5 1,145,074.7 -7.7
TOTAL BROADCAST TV 13,338,047.7 12,845,374.8 3.8
 
FULL YEAR 2006 SUMMARY
       
  Full Year 2006 Full Year 2005 % Change
LOCAL BROADCAST TV* 18,679,072.5 16,755,544.5 11.5
NETWORK TV 25,438,400.6 24,938,878.8 2.0
SYNDICATED TV 4,233,423.4 4,222,481.0 0.3
TOTAL BROADCAST TV 48,350,896.5 45,916,904.3 5.3
       
* Includes both local and national spot activity in the top 100 markets.
 
Source: Television Bureau of Advertising (TVB) from estimates supplied by
TNS Media Intelligence.
 
Copyright 2005-2006, 2007. TNS Media Intelligence

 

View top 25 spot TV advertisers for 4th quarter

View top 25 spot TV advertisers for full year

View top 25 spot TV ad categories for 4th quarter

View top 25 spot TV ad categories for full year

 
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