The Television Bureau of Advertising Friday (June 12) released its broadcast TV crunch of the TNS Media Intelligence ad spending estimates put out earlier this week. Total broadcast TV, including spot TV, syndication and network TV, dropped 11.9 percent to $10.5 billion in first quarter.
The decline was driven by spot TV in the top 100 markets which cratered, falling 27.6 percent to $2.89 billion. In stark contrast, network TV dipped 4.8 percent to $6.5 billion, while syndication inched up 0.2 percent to nearly $1.1 billion.
Spending in nine of local broadcast TV's top 10 ad categories was down, led by automotive, down 52.1 percent. Not a single auto advertiser increased spending. The biggest decline was General Motors, which spent nearly 78 percent less in first quarter, slashing its budget from $73.6 million to $16.4 million.
Verizon was the top advertiser in local TV, increasing spending by 13.9 percent to $78.5 million, followed by General Mills, which spent $54.1 million, a 41.6 percent gain.