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Local broadcast television’s revenues were down 1.6% during the 1st quarter of 2008 compared to the same period a year before, a Television Bureau of Advertising analysis of TNS Media Intelligence/CMR’s estimates for the top 100 markets shows.

Syndicated television posted an 11.2% increase in revenues, and network television was up 1.7%. Combining those three components gave total broadcast television a 1.4% increase for the period.

One reason for the decrease was that local TV’s leading advertising category, automotive, was down 13%.

Among local broadcast television’s top 10 advertising categories, the picture was mixed. The lower automotive category was followed by No. 2 telecommunications, up 2.0%, No. 3 restaurants was down 3.8%, No. 4 car and truck dealers was down 3.6%, No. 5 furniture stores was down 5.0%, No. 6 insurance and real estate was up 21.1%, No. 7 government and organizations was up 48.9%, No. 8 financial was down 5.5%, No. 9 schools, colleges and camps was down 1.1%, and No. 10 leisure time activities and events was up 0.2%.

Among local broadcast television’s top 10 individual advertisers, the picture was also mixed. No. 1 Ford Motor Co Dealers Association was up 28.9%, No. 2 General Motors Corp Dealers Association was down 23.6%, No. 3 Toyota Motor Corp Dealers Association was down 9.0%, No. 4 Honda Motor Co Ltd was down 29.8%, No. 5 Chrysler-Cerberus was down 11.7%, No. 6 Toyota Motor Corp was up 4.7%, No 7 AT&T was down 28.8%, No. 8 Comcast Corp was up 45.5%, No. 9 McDonalds Corp. was up 9.4%, and No. 10 Time Warner Inc. was up 13.1%.

1st QUARTER 2008 SUMMARY ($000)







1st Qtr 2008

1st Qtr 2007

% Change

Local Broadcast TV




Syndicated TV




Network TV




Total Broadcast TV




For the top 25 1Q local broadcast TV advertisers, click here.

For the top 25 1Q spot TV ad categories, click here.

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