Reflecting the absence of political and Olympic revenues, local broadcast television ad revenues were down 8.7% in Q3 of 2007, according to Susan Cuccinello, Sr. VP of research for the Television Bureau of Advertising (TVB), based on estimates supplied by TNS Media Intelligence in the top 100 markets.
Network TV was flat in the quarter and syndicated TV was down 3.3%. Combined with local, that translates into a 4.1% decline for total broadcast television in Q3.
17 of the Top 25 advertising categories in local broadcast TV were down in Q3. Government & Organizations, which includes political spending, was down 67.5%. The biggest category, Automotive, was down 7.5%, and #2 Telecommunications was up 11.0%.
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3rd QUARTER 2007 SUMMARY |
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3rd Qtr 2007 |
3rd Qtr 2006 |
% Change |
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Local Broadcast TV |
4,286,005,100 |
4,694,180,500 |
-8.7 |
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Syndicated TV |
1,032,675,500 |
1,067,425,500 |
-3.3 |
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Network TV |
5,100,495,200 |
5,101,707,300 |
0.0 |
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Total Broadcast TV |
10,419,175,800 |
10,863,313,300 |
-4.1 |
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JAN-SEPT 2007 SUMMARY |
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Jan-Sept 2007 |
Jan-Sept 2006 |
% Change |
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Local Broadcast TV |
12,174,000,000 |
12,977,565,700 |
-6.2 |
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Syndicated TV |
3,030,346,500 |
3,176,556,900 |
-4.6 |
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Network TV |
18,423,809,200 |
18,907,134,000 |
-2.6 |
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Total Broadcast TV |
33,628,155,700 |
35,061,256,600 |
-4.1 |
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*Includes both local and national spot activity in the 100+ markets measured by TNS/MI. |
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