Broadcast TV Revenues Down 12.8% In Q2

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Broadcast TV ad revenues were down 12.8% in the second quarter compared with the same period in 2008, according to TNS Media Intelligence/CMR data released by the Television Bureau of Advertising.

Local broadcast TV revenues (spot TV) were down 26.3% to $2.7 billion, while network TV declined 6.9% $5.86 billion, and syndication was off 1.5% $1.09 billion.

For the first half, spot TV was down 27%, network 5.8% and syndication only .7%.

Not surprisingly, the TV slump was steered by automotive, which was off 54.5%, with dealership advertising down 43.6%. In fact 24 of the top 25 ad categories all showed reduced spending from second-quarter 2008, with only legal services ticking up 1.6%.

Among local broadcast TV's top individual advertisers, only four increased spending. Among the top 10, there were only two gainers: Verizon, the top advertiser, which increased spending 3.5%, and No. 9 Time Warner Cable, up 32.3%.

Car companies still represented four of the top 10, but all were off. Honda was down 16.5%, Ford dealers dropped 43.8%, Toyota declined 50.2%, and Chrysler plummeted 73.8%..

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