TVB’s final tally from Kantar Media is in and it shows total US television industry revenues up 10.2% to $66 billion. Leading the way were the local stations, where total spot (local and national combined) was up 23.5% to $15.6 billion.
Q4 finished strong, with the station-level business again leading the way. All of TV was up 9.8% for the quarter to $18.8 billion and spot TV gained 15.8% to $4.6 billion. All segments were up in Q4, while syndication was down for the year as a whole.
Advertising Revenue Comparison in Television
Full Year 2010 vs. 2009 ($000)
- Television media grew more than any other media in 2010 vs. 2009, and Spot TV dominated the growth rate at +23.5%.
- Spot TV’s percent growth in revenue was four times that of Network TV and more than double the percent growth of Network Cable.
| Spot TV | Network TV | Syndication | Network Cable TV |
Grand Total | |
| Total Yr ’09 | 12,597,688.1 | 23,615,019.4 | 4,229,144.5 | 19,409,803.3 | 59,851,665.2 |
| Total Yr ’10 | 15,560,238.1 | 24,968,362.5 | 4,111,205.6 | 21,343,298.4 | 65,983,104.7 |
| Change (%) | 23.5 | 5.7 | -2.8 | 10.0 | 10.2 |
Fourth Quarter 2010 vs. 2009 ($000)
Spot TV grew 15.8% in Q4 year-to-year, outpacing all other television media:
| Spot TV | Network TV | Syndication | Network Cable TV |
Grand Total | |
| Q4 ’09 | 3,937,921.1 | 6,581,538.1 | 1,020,919.8 | 5,578,962.1 | 17,119,341.1 |
| Q4 ’10 | 4,562,063.0 | 6,816,587.4 | 1,170,778.5 | 6,253,046.5 | 18,802,475.4 |
| Change (%) | 15.8 | 3.6 | 14.7 | 12.1 | 9.8 |
Copyright 2010-2011, 2011. Kantar Media
Spot growth was led by a 53.7% increase in Automotive and an influx of Political dollars in 2010. Financial ranked fifth in revenue and posted a 54% gain year-to-year. Overall, double-digit growth was seen in two-thirds of the top 25 categories.
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