Cable Ad Spending Up 13.1% Through 3Q

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Overall advertising spending for the first three quarters of 2004 rose 8.3% compared with the same period last year, with cable posting a strong 13.1% gain, according to Nielsen Monitor-Plus, Nielsen Media Research’s advertising-intelligence service.

Syndicated TV at 20.8% and network TV at 16% were the only sectors to outpace cable during the period.

“The Summer [Olympic Games], with total spending reaching over $1.8 billion, contributed to much of network’s and cable’s increase, while spot TV was helped by political advertising,” Nielsen Monitor-Plus managing director Jeff King said in a prepared statement.

As far as advertiser category, automotive experienced the largest dollar increase, followed by prescription drugs and fast-food restaurants, Nielsen Monitor-Plus said.

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