|
| CABLE NETWORKS' SHARE OF ALL NATIONAL TV AD DOLLARS
INCREASES, WHILE BROADCAST NETWORKS & SYNDICATION SHRINK New York, February 23--The cable networks’ share of all national television advertising revenues increased almost 3 percentage points to 28.3 in the 1998/99 TV season versus the year before, according to Cabletelevision Advertising Bureau analysis of recently-released Competitive Media Reporting data. This gain came at the expense of both the broadcast networks and syndication, whose shares declined by 2.6 percentage points and .3 points respectively. An important contributor to ad-supported cable’s revenue growth in 1998/99 was investments by dot-com advertisers, who channeled 41 percent of their national TV dollars into the medium. "This shifting of ad dollars to cable is reflective of marketers’ growing recognition that cable is the most effective way in TV to target educated, upscale audiences," said CAB President & CEO Joe Ostrow. According to CAB’s just-published Cable TV Facts 2000, total cable network ad revenues will climb to a projected $9.6 billion this year-up 17 percent from 1999. PERCENTAGE OF ALL NATIONAL TV AD REVENUES
|