With a little less than a month to go before the year finally recedes in the rearview mirror, U.S. cable networks are poised to outperform earlier expectations.
The Cabletelevision Advertising Bureau on Wednesday projected a year-over-year volume increase growth of 1.8 percent, with cable nets amassing a total $18.7 billion in ad sales. That estimate marks a $330 million increase from last year’s $18.4 billion haul.
“Ad budgets were under intense scrutiny…so [the increase] is extremely gratifying,” said CAB president and CEO Sean Cunningham, who added that the organization “did a lot of work with agencies and advertisers on cable’s gains in original programming, ratings and reach analysis.”
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