Basic-cable networks boosted ad sales during the second quarter of 2002 by
nearly 1 percent, to about $2.77 billion, but they dipped by almost the same
percentage for the first half to $5.04 billion.
So said the Cabletelevision Advertising Bureau Thursday in announcing the
latest estimates tabulated by PricewaterhouseCoopers LLP.
The biggest uptick for the second quarter occurred in June, when cable's ad
sales jumped 22 percent, the bureau said.
The CAB pointedly noted that that dip was 'contrary to an earlier report of
larger declines by other industry sources.' That was a reference to CMR,
formerly Competitive Media Reporting, which late last month had estimated that
cable plunged 9.7 percent to $4.9 billion for the half.
In a prepared statement, CAB CEO Joseph Ostrow said, 'The
PricewaterhouseCoopers data has more validity because it is collected
independently and it is based on unadjusted numbers.'