Riding the recovery and the return of auto, spot TV was up 28.1 percent in the second quarter and 24.4 percent for the first half of the year, according to a TVB analysis of Kantar Media data.
Of the three broadcast TV segments, spot TV outperformed syndication and network TV by a wide margin. For the first half of 2010, spot TV was up 24.4 percent to nearly $6.9 billion. Network TV was up 8 percent to $13.4 billion. Syndication fell 11.7 percent to $1.9 billion.
Though automotive, local broadcast’s top category was up 79.2 percent in the first half of the year, the recovery is spread across all of the segment’s top categories. Of the top 25 categories, only four categories spent less than a year ago, including motion pictures (-15.5 percent), toiletries and cosmetics (-0.9 percent), prescription medication and pharmaceutical (-10.7 percent) and medicines and remedies (-1.0 percent). Local broadcast’s biggest spenders, such as communications and telecommunications, restaurants, car and truck dealers, furniture stores and financial had double digit spending increases.
Political was up 524.3 percent to nearly $141.2 million.
Local broadcast’s biggest advertiser, Chrysler Corp. increased spending by 169 percent in the first half. Other automakers had similar budget bumps such Ford Motor Dealers Association (74.8 percent), Honda Motor Co. (33.8 percent), Toyota Motor Dealers Association (84.2 percent), General Motors Corp. (396.8 percent), Toyota Motor Corp. (66.3 percent) and Hyundai Corp. Dealers Association (120.2 percent).
In the telecom category, No. 2 AT&T was up 82.1 percent, while spending by No. 4-ranked Verizon Communications dipped 1.2 percent.