Cablers add ad coin

Wired TV's shares of ads grows in '98-'99 season

Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau.

The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. The gain cut into the ad revenue of both the broadcast nets and syndication, whose shares declined by 2.6% and 3%, respectively.

The shift marks the first time that broadcast nets slipped below a two-thirds share of national TV ad spending. Still, nearly 62% of national TV ad revenue goes to broadcast nets, with less than 29% being channeled to cablers.

Cable’s currency

“This shifting of ad dollars to cable is reflective of marketers’ growing recognition that cable is the most effective way in TV to target educated, upscale audiences,” said CAB president and CEO Joe Ostrow.

CAB estimates that total cable net ad revenues will climb to $9.6 billion in 2000, up 17% from 1999.

The Television Bureau of Advertising countered the CAB with a report showing a reversal of primetime broadcast audience erosion, with an 8% primetime ratings gain over the 1998-99 season.

More TV

  • Charter Communications logo

    Charter Taps Cater Lee to Oversee Southern California Local News Network

    Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau. The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. […]

  • Asia Argento Report Casts Shadow Over

    Asia Argento Report Casts Shadow Over 'X Factor Italy' Participation

    Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau. The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. […]

  • Jack Ryan

    TV Review: 'Tom Clancy's Jack Ryan' Starring John Krasinski

    Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau. The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. […]

  • Gretchen Carlson

    Gretchen Carlson Defends Miss America Organization Against Bullying Charge From 2018 Winner

    Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau. The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. […]

  • Chris Messina, Sharp Objects

    'Sharp Objects': Chris Messina on Richard's 'Broken Heart' and the Moment He Lost Control

    Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau. The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. […]

  • Jackie Weaver attends the centerpiece gala

    Jacki Weaver Heads Cast of Stan Original Series 'Bloom'

    Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau. The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. […]

  • Debra MessingProject Angel Food honoring Debra

    'Will & Grace': Debra Messing Talks David Schwimmer's Guest Role

    Cable networks are taking up a bigger piece of the national television advertising pie, according to the Cabletelevision Advertising Bureau. The cable nets’ share of all national TV ad revenues increased almost 3% to 28.3% in the 1998-99 TV season from the prior year, according to CAB’s analysis of recently released Competitive Media Reporting data. […]

More From Our Brands

Access exclusive content