Total broadcast television ad revenues were down 22.6% in the third quarter of 2009 compared to the same period last year, according to a Television Bureau of Advertising (TVB) analysis of estimates supplied by TNS Media Intelligence.
Breaking the total into its component parts, network TV was down 21.5% in the quarter, syndicated TV was down 7.2%, and local broadcast television (based on the top 100 markets) was down 28.1%. Local broadcast TV, in particular, suffered from a drop in political dollars in comparison with the spending last year leading up to the 2008 presidential election.
| 3rd QUARTER 2009 SUMMARY | |||
| ($000) | |||
| 3rd Qtr 2009 | 3rd Qtr 2008 | % Change | |
| Spot TV* | 3,119,714.9 | 4,336,851.7 | -28.1 |
| Syndication | 1,022,248.4 | 1,101,120.4 | -7.2 |
| Network TV | 4,656,588.8 | 5,931,483.2 | -21.5 |
| Total Broadcast TV | 8,798,552.1 | 11,369,455.3 | -22.6 |
| JAN-SEPT 2009 SUMMARY | |||
| ($000) | |||
| Jan-Sept 2009 | Jan-Sept 2008 | % Change | |
| Spot TV* | 8,659,740.9 | 11,924,769.8 | -27.4 |
| Syndication | 3,208,224.7 | 3,301,801.5 | -2.8 |
| Network TV | 17,033,481.3 | 19,072,455.5 | -10.7 |
| Total Broadcast TV | 28,901,446.9 | 34,299,026.8 | -15.7 |
| *Includes both local and national spot activity in the 100+ markets measured by TNS/MI. | |||
| Copyright 2008, 2009. TNS Media Intelligence | |||
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