Basic Increases Ad Dollars, Share


Last year was a tough year for the advertising marketplace, but basic cable
managed to expand its base slightly.

The medium registered a 0.7 percent gain to $10.29 billion in 2001, up from
$10.21 billion in 2000, according to a Cabletelevision Advertising Bureau
analysis of Competitive Media Reporting data.

Basic cable's gain came as the broadcast networks saw their ad dollars
decline 8.1 percent to $18.64 billion from $20.28 billion.

Syndicated television, meanwhile, was flat at some $3.19 billion year to
year, according to the CAB analysis.

All told, TV ad revenues decreased 4.6 percent to $32.12 billion last year
from $33.67 billion in 2000.

The respective mediums' performances resulted in basic cable upping its share
to 32 percent of total TV ad revenues in 2001 versus 30.3 percent the year

Broadcast's leading share dropped to 58 percent from 60.2 percent in 2000,
while the syndicated market's share edged up to 9.9 percent from 9.5