You knew television revenues were down in Q4. Now the Television Bureau of Advertising (TVB) has the official tally. Q4 was down 6.3% to bring the full year 2008 in at a decline of 0.4%.
Syndicated television had the best performance. It was flat for Q4 and up 6.5% for the full year. All other categories were down.
| 4th QUARTER 2008 SUMMARY | |||
| ($000) | |||
| 4th Qtr 2008 | 4th Qtr 2007 | % Change | |
| Spot TV* | 4,569,428.5 | 4,729,877.7 | -3.4 |
| Syndication | 1,143,128.8 | 1,142,573.5 | 0.0 |
| Network TV | 6,373,401.3 | 7,024,669.1 | -9.3 |
| Total Broadcast TV | 12,085,958.6 | 12,897,120.3 | -6.3 |
| FULL YEAR 2008 SUMMARY | |||
| ($000) | |||
| Full Year 2008 | Full Year 2007 | % Change | |
| Spot TV* | 16,494,562.9 | 16,904,055.3 | -2.4 |
| Syndication | 4,444,930.3 | 4,173,100.0 | 6.5 |
| Network TV | 25,445,871.0 | 25,479,438.8 | -0.1 |
| Total Broadcast TV | 46,385,364.2 | 46,556,594.1 | -0.4 |
| *Includes both local and national spot activity in the 100+ markets measured by TNS/MI. | |||
Source: TVB
For local TV stations, Automotive was still the #1 category in Q4, despite a 29.3% decline. Political shot up 675.5% to second place.
| TOP 25 LOCAL BROADCAST TV CATEGORIES* Fourth Quarter 2008 |
||||||||
| ($000) | ||||||||
| RANK | Product Classification | FOURTH QTR 2008 |
FOURTH QTR 2007 |
% CHANGE |
||||
| 1 | Automotive | 755,218.7 | 1,067,934.9 | -29.3 | ||||
| 2 | Political** | 417,672.9 | 53,858.2 | 675.5 | ||||
| 3 | Communications/Telecommunications | 403,254.9 | 373,714.7 | 7.9 | ||||
| 4 | Restaurants | 322,160.3 | 355,720.9 | -9.4 | ||||
| 5 | Government and Organizations** | 247,193.7 | 118,558.7 | 108.5 | ||||
| 6 | Insurance | 178,507.7 | 189,662.1 | -5.9 | ||||
| 7 | Car & Truck Dealers | 162,561.2 | 241,794.2 | -32.8 | ||||
| 8 | Furniture Stores | 152,689.4 | 186,537.7 | -18.1 | ||||
| 9 | Financial | 144,053.2 | 137,401.4 | 4.8 | ||||
| 10 | Schools, Colleges & Camps | 129,133.6 | 116,658.4 | 10.7 | ||||
| 11 | Food and Food Products | 112,368.0 | 96,684.5 | 16.2 | ||||
| 12 | Legal Services | 103,375.6 | 98,516.1 | 4.9 | ||||
| 13 | Leisure Time Activities & Events | 101,617.5 | 101,956.4 | -0.3 | ||||
| 14 | Motion Pictures | 82,819.1 | 111,519.6 | -25.7 | ||||
| 15 | Travel, Hotels & Resorts | 79,584.4 | 80,591.0 | -1.2 | ||||
| 16 | Food Stores & Supermarkets | 71,570.1 | 81,545.8 | -12.2 | ||||
| 17 | Media & Advertising | 57,352.3 | 66,628.7 | -13.9 | ||||
| 18 | Clothing Stores | 43,898.0 | 62,138.5 | -29.4 | ||||
| 19 | Toiletries & Cosmetics | 39,952.9 | 51,594.4 | -22.6 | ||||
| 20 | Discount Department Stores | 39,811.4 | 60,693.2 | -34.4 | ||||
| 21 | Department Stores | 39,130.4 | 54,226.7 | -27.8 | ||||
| 22 | Prescription Medication and Pharmaceutical Houses | 34,517.5 | 51,872.6 | -33.5 | ||||
| 23 | Home Centers & Hardware Stores | 31,426.7 | 34,716.1 | -9.5 | ||||
| 24 | Consumer Electronics & Video Stores | 25,716.2 | 23,853.2 | 7.8 | ||||
| 25 | Household Soaps, Cleaners, Polishes & Supplies | 22,438.7 | 32,356.2 | -30.7 | ||||
| *Includes both local and national spot activity in the 100+ markets measured by TNS/MI. | ||||||||
| **Previous to 2008, the “Government & Organizations” and “Political” categories were combined under “Government & Organizations.” | ||||||||
| Copyright 2007-2008, 2009 TNS Media Intelligence | ||||||||
| TOP 25 LOCAL BROADCAST TV CATEGORIES* Full Year 2008 |
||||||||
| ($000) | ||||||||
| RANK | Product Classification | FULL YEAR 2008 |
FULL YEAR 2007 |
% Change |
||||
| 1 | Automotive | 2,926,036.4 | 3,650,259.9 | -19.8 | ||||
| 2 | Communications/Telecommunications | 1,461,431.9 | 1,396,345.4 | 4.7 | ||||
| 3 | Restaurants | 1,290,105.9 | 1,334,419.2 | -3.3 | ||||
| 4 | Car & Truck Dealers | 801,387.7 | 965,693.1 | -17.0 | ||||
| 5 | Political** | 708,142.3 | 92,622.8 | 664.5 | ||||
| 6 | Furniture Stores | 648,665.1 | 733,603.6 | -11.6 | ||||
| 7 | Insurance | 614,899.3 | 601,467.8 | 2.2 | ||||
| 8 | Government and Organizations** | 602,632.5 | 382,454.8 | 57.6 | ||||
| 9 | Financial | 546,873.8 | 527,243.0 | 3.7 | ||||
| 10 | Schools, Colleges & Camps | 481,415.3 | 460,993.5 | 4.4 | ||||
| 11 | Travel, Hotels & Resorts | 448,782.9 | 436,641.2 | 2.8 | ||||
| 12 | Leisure Time Activities & Events | 420,432.3 | 415,154.4 | 1.3 | ||||
| 13 | Legal Services | 411,480.4 | 386,952.6 | 6.3 | ||||
| 14 | Food and Food Products | 408,938.3 | 371,459.5 | 10.1 | ||||
| 15 | Motion Pictures | 276,556.6 | 351,223.3 | -21.3 | ||||
| 16 | Food Stores & Supermarkets | 260,744.1 | 265,263.5 | -1.7 | ||||
| 17 | Media & Advertising | 187,489.6 | 223,107.2 | -16.0 | ||||
| 18 | Home Centers & Hardware Stores | 141,663.0 | 159,478.5 | -11.2 | ||||
| 19 | Prescription Medication and Pharmaceutical Houses | 141,016.5 | 124,029.9 | 13.7 | ||||
| 20 | Toiletries & Cosmetics | 139,929.5 | 153,732.5 | -9.0 | ||||
| 21 | Clothing Stores | 138,397.1 | 162,830.7 | -15.0 | ||||
| 22 | Discount Department Stores | 115,837.1 | 152,860.5 | -24.2 | ||||
| 23 | Department Stores | 106,976.3 | 139,755.2 | -23.5 | ||||
| 24 | Household Soaps, Cleaners, Polishes & Supplies | 98,083.1 | 103,832.6 | -5.5 | ||||
| 25 | Real Estate | 88,929.8 | 96,669.5 | -8.0 | ||||
| *Includes both local and national spot activity in the 100+ markets measured by TNS/MI. | ||||||||
| **Previous to 2008, the “Government & Organizations” and “Political” categories were combined under “Government & Organizations.” | ||||||||
| Copyright 2007-2008, 2009 TNS Media Intelligence | ||||||||
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