New York -- Pay TV advertising revenue outside of the
United States grew at a record-setting pace in the first four months of the year,
according to a new study by the Multichannel Advertising Bureau International (MAB) and
According to the study, which polled the MAB's 19
programmer members, ad revenue through April reached $341 million, or 53 percent of
full-year 1997 revenue of $647 million.
If the January-through-April pace is maintained, 1998
worldwide multichannel-ad revenue could reach $1.02 billion, or 58 percent more than in
Latin America showed the strongest percentage growth in the
first four months of the year, with multichannel ad revenue reaching $71.8 million, or 94
percent of 1997's full-year total of $76.6 million.
Europe followed, with MAB-member networks pulling in $165.3
million, which converts to 52 percent of the $316.4 million that they earned last year.
Even troubled Asia posted an impressive gain, with
January-through-April ad revenue of $104.2 million, or 41 percent of 1997's $253.6