NEW YORK — TV ad revenue climbed 5.8% in the first quarter to $7.43 billion, with particular strength in network and local sectors.
Networks’ ad take was up 9.1.% to $3.4 billion, according to figures compiled by the Television Bureau of Advertising from Competitive Media Reporting. Local TV sales rose 5.1% to $1.53 billion, while spot TV sales were up a “lackluster” 1.4% to $1.5 billion, TVB said.
National syndication, reflecting sales of barter time, fell 0.2% to $584 million, but figures from ASTA, the trade association for syndicators, show a 4% gain.
Among key network ad categories, movie studios ranked eighth, with spending up 2.1% to $179.6 million. Walt Disney Co. ranks as the 15th largest network TV advertiser overall, but reduced spending 15.1% to $67.6 million during the quarter, a result of release schedules.
TVB represents broadcast TV stations to the ad community.