Sean Cunningham, CEO of the Cabletelevision Advertising Bureau: “TV content fuels the growth engine of American business. It delivers the scale and immediacy that big brands can’t build without. Getting a clear picture on all TV viewing is critical to advertisers. The obstacle is a measurement industry that hasn’t evolved with viewers’ content commitment. Until we have an industry-accepted, single-source measurement for viewing across all platforms, there won’t be complete transparency in video, and the full range of connections won’t be usable for marketers.”
Advertisers committed fewer dollars to national cable TV networks for the first time since before the 2009-10 TV season, according to data released Thursday.
After a frenzied selling season that saw top-tier cable network groups writing price increases of as much as 15%, the final tally for the 2011-12 upfront is in. At the risk of trafficking in a vast form of understatement, business was a-boomin’. According to calculations made by the Cabletelevision Advertising Bureau, ad-supported cable nets took in $9.29 billion in upfront commitments, making this the most lucrative sell-off in history.
The Cabletelevision Advertising Bureau called 2010 the industry’s best year ever with national ad sales growing 9.6% To $20.5 billion and local sales up 20% to $6.6 billion.