Ad spending on national cable networks climbed 16% to $19.1 billion in 2009, while broadcast network advertising fell around 10% to $20.3 billion, according to Nielsen.
Overall, TV advertising in 2009 was up about 1%, from $42.2 billion in 2008 to $42.6 billion last year, Nielsen reported in its "2009 Television Audience Report."
Advertising revenue for Spanish-language networks also increased for the year, from about $200 million to about $300 million in 2009, while Hispanic broadcast ad spending was flat at $2.8 billion.
Meanwhile, America's love affair with its television sets continues unabated, with the average U.S. household at 2.93 TV sets per household as of the beginning of 2010. That's up from 2.86 sets per home a year ago, representing the largest year-over-year increase since 2006, the research firm found.
In addition, the number of U.S. homes with three or more TV sets increased to 55%, while 28% have two sets and 17% have one set. The total population continues to increase but the number of people per TV home holds steady at 2.5, which means there continue to be more TVs per home than people in the U.S.
According to Nielsen, 34% of homes have a DVR and 46% of homes are able to receive an HD signal. Less than 10% of homes receive their TV signal over-the-air.
An excerpt of the report is available at http://blog.nielsen.com/nielsenwire/wp-content/uploads/2010/04/TVA_2009-for-Wire.pdf.