The Cabletelevision Advertising Bureau said Tuesday that it
expects year-over-year ad-sales growth for national cable networks in 2009 to
rise 1.8% from 2008, to some $18.7 billion in total.
The cable-advertising group said that figure would be some
$330 million more than 2008's total of $18.4 billion in overall cable ad-sales.
In a release, the CAB also called the uptick "significant in an environment of
across-the-board ad-sales declines among all other major U.S.
According to CAB, the overall ad sector saw double-digit
declines of 13% to 15% year over year.
"As 2009 ad budgets were under intense scrutiny, we did a
lot of work with agencies and advertisers on cable's gains in original
programming, ratings and reach analysis and multiscreen insights," CAB CEO Sean
Cunnigham said in a statement. "So having cable's branded networks counted on
even more heavily by 2009 national advertisers was extremely gratifying."
In terms of the 2009-10 upfront, cable networks saw their
overall volume decrease by 13% from 2008, to some $6.6 billion. The CAB said
the downturn reflected advertisers shifting money to the scatter market,
particularly in the inventory-rich fourth quarter.
The upfront also saw cable networks reach a new high in
terms of deals with branded multimedia components, as 20% of all deals extended
beyond TV ad inventory, the CAB reported. Its full-year projections stuck
strictly to TV time, however.
The CAB added that 2009 marked the eight consecutive
year of ad-sales growth for national basic-cable networks, adding that the
segment has grown 60% from $11.7 billion in 2001 to $18.7 billion in 2009.