Total broadcast television advertising is up 13% to $22.4 billion for the first nine months of 1996, compared with $19.8 billion for the same period in 1995, the Television Bureau of Advertising said.
Individually, local TV ad revenues rose 8% and national spot advertising is up 6% for the first nine months of 1996, compared with the same period in 1995. Network TV is up 21% and syndication has had a 3% increase. The local and spot numbers are in line with the TVB’s projections of increases in each category of 7% to 9%.
Network gains can be attributed to the elections and the Summer Olympics as well as to the inclusion of netlets WB and UPN in the summary. Before this year, the two netlets were included in the syndication totals.
In the third quarter, local advertising was up 11%, spot jumped 9%, syndication rose 4% and the webs gained 46%, primarily due to Olympic ad dollars. Total ad spending for the third quarter hit $7.7 billion, up 23% from the third quarter of last year.
Local advertisers who have upped their spending during the first nine months of this year include auto dealers (up 9%); appliance stores (up 10%); and banks (up 27%). Individually, Walt Disney increased local spending by 25%, while McDonald’s went up 84%.