Ad Spending (Full Year 2010-11)

Full Year 2011 vs. 2010 Television ($000)

  • Total television ad expenditures increased 2.4% year-year for a total of $68.1 billion
  • Syndication had double-digit growth
  • A one-time transfer of dollars drove the increase on cable, with the shift of BCS college football bowl games and NCAA Men’s Basketball from broadcast to cable

  Spot TV2
($000)
Network TV3
($000)
Syndication
($000)
Cable TV4
($000)
TV1
Grand Total
($000)
FY 2010 16,310,630.09 24,826,485.00 4,111,205.70 21,286,728.12 66,535,048.91
FY 2011 15,556,979.76 24,845,573.82 4,746,172.24 22,953,963.82 68,102,689.63
Change (%) -4.6 0.1 15.4 7.8 2.4


Source: Kantar Media

1. Figures are based on the Kantar Media Stradegy™ multimedia ad expenditure database across all measured media, including: Network TV (5 networks); Spot TV (125 DMAs); Cable TV (71 networks); Syndication TV; Hispanic Network TV (4 networks). Figures do not include public service announcements (PSA) or house advertising
2. Spot TV figures based on 662 English language stations and 71 Hispanic stations
3. Network TV includes 5 English broadcast networks and 4 Hispanic broadcast networks
4. Cable TV figures based on 67 English language networks and 4 Hispanic cable networks


TOP 25 LOCAL BROADCAST TV CATEGORIES*

Spot TV Full Year 2011 vs. 2010
Ranked by 2011 Dollars

Rank Category 2010
Dols (000)
2011
Dols (000)
'11 vs '10 (%)
1 Automotive 2,711,212.5 2,678,455.1 -1.2
2 Communications/Telecommunications 1,574,979.1 1,435,104.5 -8.9
3 Restaurants 1,309,443.7 1,227,024.8 -6.3
4 Car & Truck Dealers 699,298.8 852,612.2 21.9
5 Financial 704,952.3 701,174.9 -0.5
6 Furniture Stores 602,054.1 665,758.9 10.6
7 Legal Services 503,614.8 574,008.1 14.0
8 Insurance 570,969.0 560,601.8 -1.8
9 Schools, Colleges & Camps 522,952.6 520,289.0 -0.5
10 Travel, Hotels & Resorts 459,384.8 449,994.8 -2.0
11 Government and Organizations 545,796.7 420,274.8 -23.0
12 Food and Food Products 493,339.5 420,201.9 -14.8
13 Leisure Time Activities & Events 382,895.9 401,475.2 4.9
14 Food Stores & Supermarkets 312,322.8 316,468.7 1.3
15 Motion Pictures 198,811.2 160,342.9 -19.3
16 Media & Advertising 187,158.5 156,387.6 -16.4
17 Home Centers & Hardware Stores 163,548.6 145,448.6 -11.1
18 Department Stores 103,047.9 125,546.6 21.8
19 Clothing Stores 107,422.9 121,731.0 13.3
20 Toiletries & Cosmetics 94,969.3 111,242.0 17.1
21 Prescription Med & Pharma Houses 105,385.7 109,212.2 3.6
22 Political 807,612.1 109,090.8 -86.5
23 Medicines & Remedies (excluding Rx) 87,929.1 97,641.9 11.0
24 Beverages 88,831.3 93,463.4 5.2
25 Discount Department Stores 93,370.3 91,183.0 -2.3
*Copyright 2010-2011, 2012. Kantar Media


TOP 25 LOCAL BROADCAST TV ADVERTISERS*

Spot TV Full Year 2011 vs. 2010
Ranked by 2011 Dollars

Rank Category 2010
Dols (000)
2011
Dols (000)
'11 vs '10
(%)
1 Chrysler Group LLC 388,346.7 354,093.3 -8.8
2 Ford Motor Co Dlr Assn 343,539.6 353,239.4 2.8
3 Comcast Corp 275,322.2 308,568.8 12.1
4 Toyota Motor Corp Dlr Assn 324,661.8 282,131.4 -13.1
5 AT&T Inc 345,217.2 259,891.1 -24.7
6 General Mills Inc 233,228.7 229,010.8 -1.8
7 Honda Motor Co Ltd 280,173.3 201,043.2 -28.2
8 Verizon Communications Inc 258,770.5 175,709.0 -32.1
9 General Motors Corp Dlr Assn 129,431.9 170,741.7 31.9
10 General Motors Corp 189,783.5 167,673.8 -11.6
11 Time Warner Cable Inc 149,326.4 167,321.1 12.1
12 Hyundai Corp Dlr Assn 156,255.8 164,498.5 5.3
13 McDonalds Corp 148,477.4 150,638.6 1.5
14 Nissan Motor Co Ltd 95,367.8 150,274.1 57.6
15 Yum Brands Inc 138,073.2 134,049.7 -2.9
16 Toyota Motor Corp Loc Dlr 123,756.6 122,561.0 -1.0
17 Toyota Motor Corp 139,231.8 114,218.7 -18.0
18 General Motors Corp Loc Dlr 81,095.6 113,305.2 39.7
19 Ford Motor Co 85,224.2 111,759.0 31.1
20 Hyundai Corp Loc Dlr 76,402.9 107,848.9 41.2
21 Empire Today LLC 84,139.0 98,613.1 17.2
22 Political Adv 702,139.7 95,320.1 -86.4
23 Citigroup Inc 38,425.9 90,026.3 134.3
24 Doctors Assoc Inc 100,429.0 87,311.2 -13.1
25 Hyundai Corp 63,620.3 84,801.1 33.3
*Copyright 2010-2011, 2012. Kantar Media


TOP 25 LOCAL BROADCAST TV CATEGORIES*

Spot TV Q4 2011 vs. 2010
Ranked by 2011 Dollars

Rank Category Q4 2010
Dols (000)
Q4 2011
Dols (000)
'11 vs '10
(%)
1 Automotive 807,099.8 830,413.2 2.9
2 Communications/Telecommunications 425,535.0 357,818.4 -15.9
3 Restaurants 333,651.3 302,267.0 -9.4
4 Car & Truck Dealers 181,477.3 250,316.0 37.9
5 Insurance 195,927.2 208,947.3 6.6
6 Financial 227,167.3 187,220.1 -17.6
7 Furniture Stores 150,615.0 178,236.9 18.3
8 Legal Services 125,516.6 149,980.1 19.5
9 Schools, Colleges & Camps 142,142.3 127,458.8 -10.3
10 Government and Organizations 188,966.9 125,529.3 -33.6
11 Food Stores & Supermarkets 97,656.1 109,009.2 11.6
12 Leisure Time Activities & Events 89,683.5 100,427.4 12.0
13 Food and Food Products 115,174.5 97,178.6 -15.6
14 Travel, Hotels & Resorts 89,900.9 90,554.3 0.7
15 Department Stores 46,840.6 51,968.3 10.9
16 Clothing Stores 38,064.5 48,338.4 27.0
17 Media & Advertising 58,756.0 44,274.2 -24.6
18 Political 419,032.2 39,999.0 -90.5
19 Motion Pictures 61,363.5 38,910.1 -36.6
20 Consumer Electronics & Video Stores 24,774.1 37,001.9 49.4
21 Home Centers & Hardware Stores 35,893.8 34,263.0 -4.5
22 Toiletries & Cosmetics 31,182.7 33,936.8 8.8
23 Medicines and Remedies (excluding Rx) 29,186.7 33,661.5 15.3
24 Prescription Med & Pharma Houses 39,898.8 28,699.1 -28.1
25 Discount Department Stores 40,934.9 27,233.4 -33.5
*Copyright 2011, 2012. Kantar Media


TOP 25 LOCAL BROADCAST TV ADVERTISERS*

Spot TV Q4 2011 vs. 2010
Ranked by 2011 Dollars

Rank Category Q4 2010
Dols (000)
Q4 2011
Dols (000)
'11 vs '10 (%)
1 Ford Motor Co Dlr Assn 99,826.5 109,930.9 10.1
2 Chrysler Group Llc 77,924.6 101,708.0 30.5
3 Toyota Motor Corp Dlr Assn 101,848.3 94,128.1 -7.6
4 Comcast Corp 76,918.5 72,454.4 -5.8
5 General Mills Inc 61,276.4 61,385.4 0.2
6 Verizon Communications Inc 56,498.4 56,430.1 -0.1
7 Nissan Motor Co Ltd 34,128.4 55,128.8 61.5
8 General Motors Corp 63,498.9 52,081.5 -18.0
9 General Motors Corp Dlr Assn 47,329.5 51,253.6 8.3
10 Honda Motor Co Ltd 76,396.3 49,148.4 -35.7
11 Hyundai Corp Dlr Assn 55,306.4 49,069.5 -11.3
12 Time Warner Cable Inc 43,100.6 48,382.7 12.3
13 AT&T Inc 94,708.0 40,268.1 -57.5
14 Toyota Motor Corp Loc Dlr 34,600.3 39,886.4 15.3
15 Toyota Motor Corp 36,145.8 36,437.8 0.8
16 Political Adv 341,859.0 34,490.4 -89.9
17 McDonalds Corp 34,971.4 33,674.1 -3.7
18 General Motors Corp Loc Dlr 22,293.4 33,137.2 48.6
19 Hyundai Corp Loc Dlr 18,538.5 31,830.8 71.7
20 Ford Motor Co 28,884.4 29,026.6 0.5
21 Hyundai Corp 18,004.9 26,521.1 47.3
22 Kroger Co 20,343.2 26,478.7 30.2
23 Volkswagen Ag 3,043.1 26,218.5 761.6
24 Empire Today LLC 20,956.8 26,071.1 24.4
25 Rooms To Go Inc 20,519.3 26,031.1 26.9
*Copyright 2010-2011, 2012. Kantar Media
 
 
 

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