For the fourth quarter, local TV revenue was down 3.4%, syndicated TV was flat and network fell by 9.3%. For the full year, broadcast was down 0.4%.
Total broadcast television ad revenues were down 0.4% in 2008, compared to the year before, according to the Television Bureau of Advertising (TVB) analysis of estimates supplied by TNS Media Intelligence, said Susan Cuccinello, SVP-Research, TVB.
In the fourth quarter, total broadcast television revenues were down 6.3%.
Network TV posted a 9.3% decline for the quarter (and a 0.1% decline for the year); syndicated TV was flat for the quarter (and increased by 6.5% for the year), and local broadcast television was down 3.4% for the quarter (and was down 2.4% for the year).
Among the top 10 advertising categories on the local broadcast TV side during the fourth quarter of 2008 (including both local and national spot activity), No. 1 automotive was down 29.3% compared to the same period in 2007, No. 2 political was up 675.5%, No. 3 communications/telecommunications was up 7.9%, No. 4 restaurants was down 9.4%, No. 5 government and organizations was up 108.5%, No. 6 insurance was down 5.9%, No. 7 car & truck dealers was down 32.8%, No. 8 furniture stores was down 18.1%, No. 9 financial was up 4.8%, and No. 10 schools, colleges & camps was up 10.7%.
Among local broadcast’s top ten individual advertisers, No. 1 Honda Motor Co. was up 9.0% compared with the fourth quarter of 2007, No. 2 Obama for President Committee was up 2,146.2%, No. 3 Chrysler-Cerberus was down 29.2%, No. 4 AT&T was up 2.8%, No. 5 General Mills was up 91.1%, No. 6 Toyota Motor Dealers Association was down 14.6%, No. 7 Toyota Motor Corp. was down 2.5%, No. 8 Comcast was up 87.4%, No. 9 Nissan Motor Co was down 5.3%, and No. 10 Ford Motor Co Dealers Association was down 43.9%.
For more, including the Top 25 advertisers and advertising categories for both the 4th quarter and full year, click below: