2008 Broadcast TV Revenue Drops 0.4 Percent
April 2, 2009
NEW YORK: Total broadcast television ad revenues were down 0.4 percent last year compared to 2007, and 4Q fell 6.3 percent over the comparable period, the Television Bureau of Advertising said this week. The conclusions were based on numbers from TNS Media Intelligence, Network television posted a 0.1 decline for the year, and a 9.3 percent decline for the quarter. Syndicated TV was down 6.5 percent for the year and flat for the quarter. Local broadcast television was down 2.4 percent in 2008 and 3.4 percent for the quarter. Year-over-year spending in the top 10 advertising categories for local broadcast TV in 4Q08 (including both local and national spot activity) were as follows: No. 1 Automotive was down 29.3 percent No. 2 Political was up 675.5 percent No. 3 Communications/Telecommunications was up 7.9 percent No. 4 Restaurants was down 9.4 percent No. 5 Government and Organizations was up 108.5 percent No. 6 Insurance was down 5.9 percent No. 7 Car & Truck Dealers was down 32.8 percent No. 8 Furniture Stores was down 18.1 percent No. 9 Financial was up 4.8 percent No. 10 Schools, Colleges & Camps was up 10.7 percent. Among local broadcast’s top ten individual advertisers: No. 1 Honda Motor Co. was up 9 percent No. 2 Obama for President Committee was up 2,146.2 percent No. 3 Chrysler-Cerberus was down 29.2 percent No. 4 AT&T was up 2.8 percent No. 5 General Mills was up 91.1 percent No. 6 Toyota Motor Dealers Association was down 14.6 percent No. 7 Toyota Motor Corp. was down 2.5 percent No. 8 Comcast was up 87.4 percent No. 9 Nissan Motor Co. was down 5.3 percent No. 10 Ford Motor Co. Dealers Association was down 43.9 percent
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