CAB: Cable Ad Buys Up 16.7% in ‘03

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Advertisers spent $12.7 billion on national-cable-network media buys in 2003, up 16.7% from 2002, according to a Cabletelevision Advertising Bureau analysis of numbers from TNS Media Intelligence/CMR’s Stradegy unit.

Cable networks pulled a 34.1% share of ad spending in 2003, up from 31.5% in 2002. Broadcast television’s share slipped from 60% in 2002 to 56.8% last year, while syndication’s share increased slightly to 9.1%.

Automotive was the top-grossing category for cable networks, with cable selling $1.1 billion in ads to automotive companies, up 13% from 2002, followed by medicines and proprietary remedies ($810.6 million, up 23.5%).

Procter & Gamble Co. posted the largest spending increase of all advertisers, dropping $514.5 million on cable-network ads last year, up $128.3 million from 2002.

Other major cable advertisers in 2003 were General Motors Corp., which spent $369 million on national-cable-network ads, Altria Group Inc. ($187.4 million), Microsoft Corp. ($93.4 million), The Walt Disney Co. ($168.3 million) and Sony Corp. ($166 million).

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