Local TV

Local Television Up 32% in Third Quarter

Spot paces broadcast to big gains; syndicated shows negative number 12/16/2010 05:15:16 PM Eastern

Local television ad revenues were up 31.7% in the third quarter, compared to the same quarter a year ago. That vastly outpaced network TV, which grew a modest 2.7% in the quarter, while syndicated TV was down 1.2%, according to a survey from TVB and Kantar Media.
In sum, the three segments showed a 12.5% increase in ad revenues.
Local TV benefited greatly from the abundant political monies spent at the local level. Station revenue was up 27% for the first three quarters of 2010, while network TV was up 6.6% and syndicated was down 8.3%.
Fully 22 of the top 25 ad categories were up at the local level, paced by automotive at 74.1% above the same quarter a year ago. Chrysler was up over 157% in the quarter, Ford Motor Dealers Association was up over 50%, and General Motors upped its spend 49%.
TVB President/CEO Steve Lanzano says automotive appears on course for a strong showing in 2011.

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