Arriba, Arriba, Arriba
Hispanic TV take for the first nine months jumps 26%; spot market gets a boost from political spending
By Steve McClellan -- Broadcasting & Cable, 11/24/2002 7:00:00 PM
Data from New York-based ad tracker CMR for the first nine months of the year shows that Spanish-language TV is the fastest-growing ad medium so far in 2002—up almost 26% to $1.42 billion. Spot TV, which was bolstered by political spending, was up 15% to $12.04 billion, the CMR numbers show.
| More ups than downs | |||
|---|---|---|---|
| Ad spending, first three quarters, 2001 vs. 2002 ($ billion) | |||
| Medium | 2001 | 2002 | % change |
| *Local radio includes only 30 markets Source: CMR |
|||
| Local newspapers | $3.4 | $4.4 | 7.57 |
| Network TV | 13.4 | 14.4 | 7.07 |
| Spot TV | 10.5 | 12.0 | 14.7 |
| Consumer mag. | 11.9 | 11.8 | -1.41 |
| Cable TV | 7.8 | 7.7 | -1.0 |
| Business mag. | 6.4 | 5.3 | -17.4 |
| Local radio* | 3.9 | 4.3 | 9.5 |
| Internet | 4.6 | 3.8 | -18.2 |
| Syndication | 2.4 | 2.1 | -11.8 |
| National newspapers | 2.2 | 2.1 | -3.3 |
| Outdoor | 1.9 | 1.8 | -3.8 |
| National spot radio | 1.6 | 1.7 | 6.1 |
| Univision/Telemundo | 1.1 | 1.4 | 25.5 |
| Sunday magazines | 0.8 | 0.9 | 10.0 |
| Network radio | 0.6 | 0.7 | 14.3 |
The seven broadcast networks (ABC, CBS, NBC, Fox, The WB, UPN and Pax) were up 7% to $14.4 billion, while cable was down a little more than 1% to $11.8 billion. Local radio is up 10% to $4.3 billion, and network radio is up 14% to $711 million.
General Motors was the top advertiser during the first three quarters, spending $1.6 billion, up about 2% from the same period in 2001. Procter & Gamble was No. 2 with a 21% spending spurt to $1.5 billion. AOL Time Warner was third with ad spending of almost $1.1 billion, up 3%.
Across all media, ad spending rose 2.2% for the first nine months to $84.4 billion. The Internet continues to lose its luster as an ad medium. That segment posted the single largest decline (-18%, to $3.8 billion) among all media measured by CMR from January through September.
But all things considered, this year's numbers don't look too bad compared with last year's, says George Shababb, senior vice president, CMR/TNS Media Intelligence. "Compared to the depressed levels of 2001, we have seen ad spending rebound nicely," he said.
Shababb says CMR is sticking to its +2.5% ad-spending forecast for full-year 2002, based on the big political spending that occurred early in the fourth quarter as well as the upcoming holiday spending season.
Separately, the Television Bureau of Advertising massaged and released CMR data for the third quarter (July-September) that shows that total broadcast-TV spending is up just over 17% to $9.5 billion. That figure includes about $4.5 billion for network, $4.3 billion for spot and $708 million for syndication.
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