CAB Says Cable Ad Revenue Grew 12%

By ( 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.

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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.