Total cable-TV advertising expenditures rose 16.1% in the first nine months of 2004 compared with the same period in 2003, to $10.49 billion from $9.035 billion, according to TNS Media Intelligence/CMR.
Overall advertising expenditures across all media rose 10.3% to $102.4 billion from $92.9 billion in the year-ago period.
Local newspapers led in total dollar spending at $17.7 billion, up 6.6%, fueled by spending in the automotive, home furnishings/appliances and clothing/department stores categories.
Network TV, at No. 2, totaled $16.4 billion, up 14%, in part due to Olympic Games spending during the third quarter.
"Throughout 2004, the advertising market has experienced steady, healthy growth, with increases in all three quarters," TNS Media Intelligence/CMR CEO Steven Fredericks said in a prepared statement.
"As we forecasted earlier in the year, third-quarter spending for the Olympics and the political season elevated the volume of overall dollars brought into the advertising market,” he added.