CAB Says Cable Ad Revenue Grew 12%

By Jon Lafayette
( Broadcasting & Cable )
published

The cable industry scored record highs in both national and local advertising revenues in 2010, according to the Cabletelevision Advertising Bureau.

Cable ad revenues were $27.1 billion, up 12% from 2009. National network revenues were $20.5 billion, up 9.6% and local cable revenues jumped 20% to $6.6 billion.

“In a 2010 where US marketers were literally trying to advertise their way out of a recession, the fact that they turned to cable in droves both nationally and locally speaks volumes about the lead and ‘must-have’ role that cable has earned in the marketing mix” said Sean Cunningham, CEO and president of the CAB.

The CAB said original programming helped drive the performance of the national cable networks. There was also a gain in non-linear ads on cable.

The auto, retain and political categories contributed to cable’s strong showing in 2010.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.