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TV AdvertisingTrends, Forecasts and NewsLOCAL BROADCAST TV REVENUES WERE UP 21.5% IN 4Q, 11.5% FOR YEAR All Top Ten ad categories were up in quarter and year NEW YORK, March 15, 2007 -- Local broadcast television ad revenues were up 21.5% in the fourth quarter of 2006, compared to the same period in 2005, according to the Television Bureau of Advertising (TVB) analysis of estimates supplied by TNS Media Intelligence/CMR in the top 100 markets. For the year, revenues were up 11.5% over 2005. And it wasn’t just surging political spending in an election year that drove the growth--revenues were up in all of the top ten categories for the quarter and the year. Network TV posted a 6.1% decline for the quarter (and a 2.0% gain for the year); syndicated TV declined by 7.7% for the quarter (and increased by 0.3% for the year). Taken together with local broadcast television revenues, total broadcast TV thus posted a 3.8% increase for the quarter and a 5.3% increase for the year. Complete figures can be found on the TVB website at www.tvb.org. Among the top 10 advertising categories on the local broadcast TV side during the fourth quarter of 2006 (including both local and national spot activity), No. 1 Automotive was up 13.1% compared to the same period in 2005, No. 2 Government and Organizations (which includes political dollars) was up 267.6%, No. 3 Restaurants was up 16.5%, No. 4 Telecommunications was up 34.7%, No. 5 Car & Truck Dealers was up 8.9%, No. 6 Insurance & Real Estate was up 15.3%, No. 7 Furniture Stores was up 6.8%, No. 8 Financial was up 1.3%, No. 9 Schools, Colleges & Camps was up 16.1%, and No. 10 Motion Pictures was up by 27.3%. FULL YEAR 2006 SUMMARY LOCAL BROADCAST: Top 100 Markets
Full Year 2006
Full Year 2005 %
Change Forecast for 2007 by TVB Local Spot +0 to +2% National Spot -9 to -7% TOTAL SPOT -3 to -1% Station Websites +30 to 40% Network +0 to +2% Syndication +2 to +4% Network Cable +1 to +3% Local Cable +2 to +4%
Average cost and average CPM's (Cost per Thousand) for a :30 sec ad based on Feb. 2005 Nielsen Media Research data: NETWORK
Cost CPM (household) Primetime (M-SUN) 129,600 21.45 Early Evening News (M-F) 44,500 6.25 Late Evening (M-F) 27,800 11.33
SPOT TV AVERAGE TOP 100 Markets based on SRDS 2007 data: Spot Television Cost CPM Early Fringe (M-F)
9,914
10.36 Late News
16,606 17.35
TV usageTV viewing is up, despite online
video Kids aged 2-11 watched an average 17.34 hours of TV each week in 2006, up from 17.18 hours in 2005, based on Magna’s analysis of Nielsen Media Research ratings. The only noticeable shift in viewing among young people was the ongoing migration away from network TV and syndication to cable networks. Meanwhile, TV viewing is trending up in virtually every demographic group, according to Nielsen. The average person spent a record four hours and 35 minutes watching TV each day in 2005-'06, up three minutes from the prior season. Viewing among teens was up 3 percent and among kids it was up 4 percent. Leichtman says TV is simply too appealing for viewers to give it up, and it’s becoming more so with high-definition programs, an increasing amount of content, big screens, digital video recorders and video-on-demand. He also points out that TV is so readily available that it will probably be many years before there’s any noticeable decline in viewing. LRG estimates that each household has an average 2.9 TV sets.
AWARDSAd-awards.com- International Awards
for 2007
05/16/2006 - Miami |
Related Infoacrs pages San Pablo lecture about Online Advertising
TV Advertising TV Ratings from TVWeek.com Blogs TV Show Blogs (TV Guide) A bit of TV Ad historyA U. S. Television Chronology, 1875-1970 Fifty Years of Coca-Cola Television Advertisements TV advertising began in 1941. Ad Age's History of Advertising Timeline describes it this way: "With 7,500 TV sets in New York City, NBC's WNBT begins telecasting July 1. The first TV spots, featuring a Bulova watch that ticks for 60 seconds, air as open- and close-time signals for the day's schedule." Watch some Classic TV Ads Saturday Morning Commercials - 1960s Drew Babb Top 100- with agency info.
Related Infoacrs.com links
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© 2007 Gloria
Boone
