Cable Ad Sales Reach Record $27.1 Billion In 2010: CAB


Last year was a good one for cable advertising. In fact, the Cabletelevision Advertising Bureau called 2010 the industry's best ever.
The CAB said the industry notched its top marks on both the national and local levels in terms of overall volume and dollar volume growth.

Together, national and local cable advertising sales reached $27.1 billion in 2010, up 12% and $2.9 billion more than the $24.2 billion the industry garnered in 2009, according to CAB.
"In a 2010 when U.S. marketers were literally trying to advertise their way out of a recession, the fact that they turned to cable in droves both nationally and locally speaks volumes about the lead and ‘must-have' role that cable has earned in the marketing mix" said Sean Cunningham, CEO and president of the CAB in a statement. "The 2010 meetings we had with agencies and advertisers revealed many driving factors to more cable ad spend: brands and programming, ratings and reach, targeting and geographic precision, interactive and on-demand, TV was being called on to do more than ever."


Nationally, cable generated a 9.6% increase to $20.5 billion last year from $18.7 billion in 2009. Original programming, said CAB, helped attract more dollars across categories to the national cable networks. They also rang up gains with non-linear ads.
The advance was stronger off a lower base on the local level: ad sales grew 20% to $6.6 billion from $5.5 billion. CAB said the $1.1 billion uptick was fueled by strength in the auto, retail and political sectors.