Advertising on national spot cable rose 36% in 1992 to top $ 111.6 million, with $ 45.7 million of that tally coming in the fourth quarter, according to an industry estimate by Cable Networks Inc., a national spot rep firm.According to CNI statistics, fourth-quarter spot sales were up 78% over the $ 25.6 million estimated for the same period in 1991. CNI pegged the 1991 year-end total at $ 81.9 million. More important, the company forecasts first-quarter spot cable revenues to grow 33% to $ 33.1 million, up from $ 24.9 million. Increased purchases by the top two spot cable buyers– automotive clients and political spots– powered the fourth-quarter gain. Categories rounding out the top 10, in order, were: restaurants and bars, banking, telecommunications, financial services, retail apparel, general retail, auto rentals/auto repair, and amusements and recreation. CNI forecasts automotive and financial services to continue buying spot cable as well.
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