New York -- National spot cable continued its hot streak,
with its 42 percent year-over-year increase for the third quarter fueling a 44 percent
upsurge for the first three quarters of 1998, the Cabletelevision Advertising Bureau
announced last week.
The hot categories in the third quarter, according to the
CAB, were political, professional services, appliances/electronics and restaurants/fast
National spot enjoyed a blistering 53 percent uptick in the
second quarter, which lifted its first-half growth rate to 45 percent, the CAB reported
earlier this year.
More effective targeting, creative marketing strategies and
streamlined execution were cited as contributors to that hefty growth trend by Ed Dunbar,
chair of the CAB's Committee on National Spot Advertising and vice president of ad
sales for MediaOne.