CAB Touts Category Gainers


Among the categories spending more than $40 million on cable advertising during the 2001 first quarter, four categories ranked in the top five in both
dollar and percentage increases, according to a Cabletelevision Advertising Bureau analysis of Competitive Media Reporting data, released on Monday.

Amusements, direct response, computer-related products and food products (specifically, dairy, produce, meat and baked goods) ranked among the top five
in both dollar and percentage increases during that time span, the CAB pointed out.

Looking solely at the biggest dollar gainers, the CAB said the CMR data
showed direct response as the No. 1 category in the opening quarter (up nearly
$40 million), followed by financial (up $22 milllion),
computers/software/Internet (up almost $22 million), amusements (up nearly $19 million) and foods (up $15 million).

In terms of percentage gains in that quarter, the CAB said audio and video
equipment/supplies led the pack with a 44 percent uptick, followed by amusements
(up 37 percent), foods (up 31 percent), direct response (up about 25 percent) and computers (up 24.5 percent).