Cable Won't Share in Ad Rebound: CMR


There was good and bad news coming out of an advertising conference in
Manhattan Tuesday.

The good news: Taylor Nelson Sofres' CMR unit projected that U.S. ad
spending, buoyed by a second-half rebound, will grow 2.5 percent to some $109
billion during 2002.

The bad news: Network cable will not participate in that resurgence and
instead sustain a slight decrease, according to CMR.

Speaking at the 'Ad Watch Outlook 2002' conference, CMR president David
Peeler said first-quarter ad sales edged up 0.4 percent. That uptick will be
followed by a second-quarter decrease of 1.1 percent.

Bolstered by political spending, ad spending, according to CMR, will improve
6.2 percent during the second half. Peeler said third-quarter ad spending would
gain 6.2 percent, followed by a 7.1 rise in the final 2002 reporting period.

Last December, CMR predicted that U.S. ad spending would advance 1.5 percent
in 2002.

A breakdown by medium shows that network cable will dip 0.3 percent for the
year, according to the CMR projections. Conversely, network TV will register a
4.5 percent advance for the year, while spot TV should expand at an 8.9 percent
clip. Spanish-language TV will grow 10.4 percent, Peeler added.

Other would-be media gainers: radio (6.7 percent), local newspapers (5.7
percent) and the Internet (5.3 percent).

Others that figure to wind up on the down side, according to CMR projections:
business publications (down 11.3 percent), syndicated TV (off 3.2 percent),
consumer magazines (2.8 percent), national newspapers (1.7 percent) and outdoor
(1 percent).