In keeping with improved viewership levels, basic cable chalked up a
better-than-$900 million gain in ad spending during the first half of the year,
while broadcast dollars slipped a bit, according to a Cabletelevision
Advertising Bureau analysis of TNS Media Intelligence/CMR data.
The CAB analysis found that ad-supported cable, through network and spot
buys, registered some $5.86 billion in ad dollars from January through June 30,
versus $4.95 billion in the first half of 2002. The current-year total
represents an all-time high for the medium, $380 million more than the $5.48
million the industry rang up in the first half of 2001.
The broadcast networks, meanwhile, posted ad sales of $10.35 billion in the
first half of the current year, according to the CAB analysis, off $37 million
from $10.39 billion during the first six months of 2002.
Syndicated TV posted ad sales of $1.64 billion this time around versus $1.41
billion in the 2002 span and $1.62 billion in the first half of 2001.
All told, the CAB calculated total TV spending for the half at $17.8 billion
during the initial six months of 2003, up from $16.7 billion in the year-earlier
period. That total was $780 million higher than the previous record of $17.07
billion in the first half of 2001.
Ad-supported cable claimed 32.8% of this year’s first-half take, an all-time
high for the medium, according to the CAB. Conversely, broadcast’s share
declined to 58%, its all-time low.
"The mandate for more and more cable by U.S. advertisers reflects their
growing conviction that cable is emerging as the driving force in meeting and
exceeding their sales goals and marketing objectives,"
CAB president and CEO
Sean Cunningham said in a prepared statement.
"The record first-half spending comes from an extremely comprehensive list of
product and service categories," he added. "Cable was the clear first choice for
a vast number of 2003 television advertisers."