Webs Post Ad Rev Gains In 3rd Qtr.

There was no summer slowdown for ABC, CBS and NBC as their gross revenues for the third quarter of 1995 was up 4.9% compared with a year ago, according to the Broadcast Cable Financial Management Assn.

Sports programming was one of the biggest gainers for the webs, with a 19.3% increase of more than $47 million in gross advertising revenue. Primetime was up 5.3%, or $48 million, and latenight and a.m. each had gains of 10.6%.

Sports ad revenue for the third quarter was $287.6 million, compared with $240.8 million for the third quarter of 1994.

In primetime, network gross advertising revenue was $950 million, compared with $904 million a year ago.

Latenight ad revenue jumped to nearly $109 million in the third quarter of 1995, from $98.3 million for the same period last year.

Ad revenue for a.m. was almost $78 million for the third quarter, from $70.4 million in the comparable period of 1994.

Meanwhile, daytime and news programming continued to suffer from preemptions due to the massive coverage of the O.J. Simpson trial. Daytime ad revenue for the quarter was down 0.42%, from $798.4 million last year to $795 million this year, and news was off 7%, from $734.7 million in the third quarter last year to $683.3 million this year.

Kids programming went from $91 million in the third quarter of 1994 to $80.4 million this year.

Overall, year to date, the networks were up 1.3% in gross ad revenue for all programming, from $6.7 billion in 1994 to $6.8 billion. Client-supplied programming was up almost 5%, from $32.8 million last year to $34.4 million in 1995.

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