A categorical look at TV in 2007

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The good news is that Automotive was at the top of the ad-buying chart in 2007; that bad news is that is was down -10.8% to 4.651B, according to the Top 25 ad category chart TNS Media Intelligence/CMR just released by TVB. The #2 category, Telecom, at least earned its position by rising +5.2% to 1.396B.


It should come as no surprise that the #8 Government/Organization category was the missing element in 2007, down a whopping -63.7% to 479.4M.

There were success stories during the year. #17 Medicines & Remedies was up +14.3% to 212.3M; #20 toiletries enjoyed a +9.2% gain to 153.6M; #10 Travel/Hotels/Resorts was up +8.4% to 433.4M.

But when categories were losing steam, they were really losing it. #23 Audio/Video Equipment dropped -25.2% to 105.5M; #25 Soft Drinks/Candy/Snacks dropped -25.7% to 73.1M; and #22 Department Stores, in a -33.7% freefall to 139.8M.

TVBR/RBR observation: If you want an indication of how shaky the economy is, just compare that Department Stores result to that of Discount Department Stores. They were down too, but only by a relatively modest -5.8%, to 153.2M. If the discount houses are creaming the regular houses here, that is not a good sign for the consuming habits of average Americans this year. Which leads us to believe that for media salespeople, consumption habits may change significantly to turn around the results for another underperforming 2007 category: #24 Beer & Wine, which was down -14.7% to 90.2M. Brewers and vintners in that competitive sector may up the advertising ante this year, just to get their fair share of the suddenly booming media sales demographic.

4th QUARTER 2007 SUMMARY
       
  4th Qtr 2007 4th Qtr 2006 % Change
Local Broadcast TV

4,730,612.8

5,710,673.8

-17.2

Syndicated TV

1,142,573.5

1,058,504.1

7.9

Network TV

7,024,491.0

6,890,217.0

1.9

Total Broadcast TV

12,897,677.3

13,659,394.9

-5.6

Full Year 2007 SUMMARY
       
  Full Year 2007 Full Year 2006 % Change
Local Broadcast TV

16,904,564.5

18,688,169.5

-9.5

Syndicated TV

4,172,920.0

4,235,061.0

-1.5

Network TV

25,479,260.7

25,799,034.0

-1.2

Total Broadcast TV

46,556,745.2

48,722,264.5

-4.4

 

Copyright 2006-2007, 2008. TNS Media Intelligence. The local broadcast TV figures represent local and national spot revenues in the top 100 markets.