2011 Ad Revenue Review
2011 was a strong year for Cable. As ratings and original programming investment continues to grow, Advertisers will continue to invest heavily into Cable TV. In 2011, ad revenue grew 4% to over $28 Billion – placing Top Spot in Television.
Cable TV Seizes Largest Share Of TV Ad Revenue in 2011
In 2011, Television Ad Revenue increased 4% to over $90 Billion. This growth was fueled mainly by Cable and Spot TV with each experiencing over a billion gains this year. English Cable TV ranked in First Place with over $28 Billion in ad revenue - followed closely by Spot and English Broadcast TV at $26 Billion. In 2011, Spanish Network TV was the only medium to experience an ad revenue loss – down 4% from last year.
| TOTAL DAY AD REVENUE BY MEDIUM
|
| Media Type
|
2010-$$$ (000)
|
2011-$$$ (000)
|
% Change
|
(+/-)
|
| English Cable TV
|
$27,419,728.0
|
$28,649,664.0
|
4%
|
$1,229,936.0
|
| Spot TV
|
$25,038,216.0
|
$26,268,760.0
|
5%
|
$1,230,544.0
|
| English Broadcast TV
|
$25,565,144.0
|
$26,174,894.0
|
2%
|
$609,750.0
|
| Spanish Language Broadcast TV
|
$6,734,665.0
|
$6,471,891.5
|
-4%
|
-$262,773.5
|
| Syndicated TV
|
$2,232,723.3
|
$2,415,116.5
|
8%
|
$182,393.3
|
| Spanish Language Cable TV
|
$634,828.1
|
$766,226.1
|
21%
|
$131,398.0
|
| Grand Total:
|
$87,625,304.3
|
$90,746,552.1
|
4%
|
$3,121,247.8
|
Source: CAB analysis of Nielsen AdViews data; Total Day.
In 2011, English Cable TV increased its share of total ad revenue to 32% - capturing the largest share of the revenue pie. Once again, Cable surpassed Broadcast whose share of ad revenue is on par with last year’s. In fact, English Cable is the only TV medium to have experienced an increase whereas all the other mediums have remained on par or lost a share point.
| SHARE OF AD REVENUE - TOTAL DAY
|
| Media Type
|
2010
|
2011
|
| English Cable TV
|
31%
|
32%
|
| Spot TV
|
29%
|
29%
|
| English Broadcast TV
|
29%
|
29%
|
| Spanish Language Broadcast TV
|
8%
|
7%
|
| Syndicated TV
|
3%
|
3%
|
| Spanish Language Cable TV
|
1%
|
1%
|
Source: CAB analysis of Nielsen AdViews data; Total Day.
More Than Half Of The Top 20 TV Product Categories Have Increased Their Ad Investment in Television
Autos, Motion Pictures, Wireless Telephone Services, Quick Service Restaurants and Direct Response round out the Top 5 Television Product Categories in 2011. The Auto category experienced a significant increase in 2011 – placing first place with over $2 Billion, up 33% from year ago. More than half of the Top 20 Categories have increased their ad investment in television v. year ago. In fact, six of the Top 20 categories increased their ad investment by over $100 million in 2011.
| TOP 20 TV PRODUCT CATEGORIES
|
| Rank
|
Product Category
|
2010-$$$ (000)
|
2011-$$$ (000)
|
% Change
|
(+/_)
|
| 1
|
AUTOS
|
$2,160,192.0
|
$2,862,928.8
|
33%
|
$702,736.8
|
| 2
|
MOTION PICTURE
|
$2,420,668.5
|
$2,680,678.5
|
11%
|
$260,010.0
|
| 3
|
TELEPH SVCS-WIRELESS
|
$2,632,263.3
|
$2,617,193.3
|
-1%
|
-$15,070.0
|
| 4
|
RESTAURANT-QUICK SVC
|
$2,176,199.8
|
$2,276,162.0
|
5%
|
$99,962.3
|
| 5
|
DIR RESP PROD
|
$1,208,141.5
|
$1,587,334.4
|
31%
|
$379,192.9
|
| 6
|
STORE-DEPT
|
$1,603,492.3
|
$1,491,738.6
|
-7%
|
-$111,753.6
|
| 7
|
INSURANCE-AUTO
|
$1,338,331.9
|
$1,462,729.6
|
9%
|
$124,397.8
|
| 8
|
TRUCKS
|
$1,288,390.8
|
$1,371,668.5
|
6%
|
$83,277.8
|
| 9
|
CREDIT CARD SVCS
|
$887,970.0
|
$1,163,041.0
|
31%
|
$275,071.0
|
| 10
|
BEER
|
$901,793.1
|
$897,126.1
|
-1%
|
-$4,666.9
|
| 11
|
RESTAURANT
|
$761,057.7
|
$838,127.6
|
10%
|
$77,069.9
|
| 12
|
SATELLITE COMM SVCS
|
$581,659.0
|
$512,572.1
|
-12%
|
-$69,086.9
|
| 13
|
INSURANCE
|
$410,295.1
|
$508,656.5
|
24%
|
$98,361.3
|
| 14
|
FINANCIAL-INVESTMENT SVCS
|
$525,594.9
|
$488,854.3
|
-7%
|
-$36,740.6
|
| 15
|
COMPUTER SYS
|
$223,524.0
|
$475,992.3
|
113%
|
$252,468.3
|
| 16
|
STORE-HOME IMPROVEMENT
|
$455,483.4
|
$475,411.0
|
4%
|
$19,927.6
|
| 17
|
RECORDINGS-VIDEO
|
$528,205.9
|
$469,063.6
|
-11%
|
-$59,142.3
|
| 18
|
CEREAL
|
$472,119.8
|
$453,237.0
|
-4%
|
-$18,882.8
|
| 19
|
ENTERTAINMENT SFTWRE
|
$415,320.3
|
$405,365.6
|
-2%
|
-$9,954.7
|
| 20
|
COMPUTER SFTWRE
|
$490,464.2
|
$381,994.9
|
-22%
|
-$108,469.3
|
Source: CAB analysis of Nielsen AdViews data; excludes Promo/PSA; Total Day; TV= Cable+Broadcast.
Autos, Direct Response and Credit Card Services round out the Top 3 Television Product Category gains in 2011. Auto category increased their ad investment in television by more than a whopping $700 million. RX-Human-Pain category was the only new comer to the Top 10 with over a $100 million investment. In fact, all of the Top 10 experienced over a $100 million revenue gain in 2011.
| TOP 10 TV PRODUCT CATEGORY GAINERS
|
| Rank
|
Product Category
|
2010-$$$ (000)
|
2011-$$$ (000)
|
(+/_)
|
| 1
|
AUTOS
|
$2,160,192.0
|
$2,862,928.8
|
$702,736.8
|
| 2
|
DIR RESP PROD
|
$1,208,141.5
|
$1,587,334.4
|
$379,192.9
|
| 3
|
CREDIT CARD SVCS
|
$887,970.0
|
$1,163,041.0
|
$275,071.0
|
| 4
|
MOTION PICTURE
|
$2,420,668.5
|
$2,680,678.5
|
$260,010.0
|
| 5
|
COMPUTER SYS
|
$223,524.0
|
$475,992.3
|
$252,468.3
|
| 6
|
INTERNET SVC PROVIDER
|
$34,340.4
|
$212,438.9
|
$178,098.5
|
| 7
|
WEBSITE-AUCTION
|
$6,468.5
|
$136,441.5
|
$129,973.0
|
| 8
|
INSURANCE-AUTO
|
$1,338,331.9
|
$1,462,729.6
|
$124,397.8
|
| 9
|
AIRLINES-PASS
|
$81,266.9
|
$190,938.2
|
$109,671.3
|
| 10
|
RX-HUMAN-PAIN
|
$0.0
|
$101,574.7
|
$101,574.7
|
Source: CAB analysis of Nielsen AdViews data; excludes Promo/PSA; Total Day; TV= Cable+ Broadcast.
More Than Two-Thirds Of The Top 20 Categories Increased Their Cable Ad Investment
Direct Response, Motion Pictures, Quick Service Restaurants, Autos and Auto Insurance categories round out the Top 5 Cable TV Product Categories in 2011. Of the Top 20, fourteen categories increased their ad investment in Cable versus year ago. Direct Response and Autos invested over $200 million more into Cable this year.
| TOP 20 CABLE TV PRODUCT CATEGORIES
|
| Rank
|
Product Category
|
2010-$$$ (000)
|
2011-$$$ (000)
|
% Gain
|
(+/-)
|
| 1
|
DIR RESP PROD
|
$960,783.8
|
$1,187,898.6
|
24%
|
$227,114.8
|
| 2
|
MOTION PICTURE
|
$1,069,251.5
|
$1,165,522.4
|
9%
|
$96,270.9
|
| 3
|
RESTAURANT-QUICK SVC
|
$951,649.2
|
$992,694.8
|
4%
|
$41,045.6
|
| 4
|
AUTOS
|
$703,899.9
|
$936,629.0
|
33%
|
$232,729.1
|
| 5
|
INSURANCE-AUTO
|
$823,424.3
|
$900,140.6
|
9%
|
$76,716.3
|
| 6
|
TELEPH SVCS-WIRELESS
|
$746,983.1
|
$694,238.8
|
-7%
|
-$52,744.4
|
| 7
|
STORE-DEPT
|
$547,965.1
|
$508,790.0
|
-7%
|
-$39,175.0
|
| 8
|
TRUCKS
|
$433,327.6
|
$487,346.8
|
12%
|
$54,019.2
|
| 9
|
RESTAURANT
|
$346,372.5
|
$402,215.5
|
16%
|
$55,843.0
|
| 10
|
CREDIT CARD SVCS
|
$324,251.7
|
$370,454.8
|
14%
|
$46,203.1
|
| 11
|
BEER
|
$291,506.0
|
$325,459.5
|
12%
|
$33,953.5
|
| 12
|
WEBSITE-REFERRAL SVCS
|
$183,054.8
|
$282,082.3
|
54%
|
$99,027.6
|
| 13
|
ENTERTAINMENT SFTWRE
|
$301,227.9
|
$280,598.7
|
-7%
|
-$20,629.2
|
| 14
|
RECORDINGS-VIDEO
|
$298,140.4
|
$262,194.2
|
-12%
|
-$35,946.2
|
| 15
|
CEREAL
|
$279,218.6
|
$255,856.5
|
-8%
|
-$23,362.0
|
| 16
|
INSURANCE
|
$180,417.3
|
$250,349.1
|
39%
|
$69,931.8
|
| 17
|
INSTITUTIONS
|
$235,955.3
|
$228,442.1
|
-3%
|
-$7,513.2
|
| 18
|
CANDY
|
$168,350.6
|
$219,867.9
|
31%
|
$51,517.3
|
| 19
|
FINANCIAL-INVESTMENT SVCS
|
$193,288.1
|
$197,885.7
|
2%
|
$4,597.6
|
| 20
|
WEBSITES
|
$166,102.9
|
$191,598.5
|
15%
|
$25,495.6
|
Source: CAB analysis of Nielsen AdViews data; excludes Promo/PSA; Total Day; Cable TV.
Autos, Direct Response and Website/Auction round out the Top Cable Product Category Gainers with each investing over a $100 million more in 2011.
| TOP 10 CABLE TV PRODUCT CATEGORY GAINERS
|
| Rank
|
Product Category
|
2010-$$$ (000)
|
2011-$$$ (000)
|
(+/-)
|
| 1
|
AUTOS
|
$703,899.9
|
$936,629.0
|
$232,729.1
|
| 2
|
DIR RESP PROD
|
$960,783.8
|
$1,187,898.6
|
$227,114.8
|
| 3
|
WEBSITE-AUCTION
|
$4,995.2
|
$136,433.8
|
$131,438.7
|
| 4
|
WEBSITE-REFERRAL SVCS
|
$183,054.8
|
$282,082.3
|
$99,027.6
|
| 5
|
COMPUTER SYS
|
$62,867.8
|
$161,343.9
|
$98,476.1
|
| 6
|
MOTION PICTURE
|
$1,069,251.5
|
$1,165,522.4
|
$96,270.9
|
| 7
|
WEBSITE-RETAIL ENT SFTWRE
|
$17,966.9
|
$103,012.6
|
$85,045.7
|
| 8
|
INSURANCE-AUTO
|
$823,424.3
|
$900,140.6
|
$76,716.3
|
| 9
|
LEGAL SVCS
|
$109,236.7
|
$182,738.8
|
$73,502.0
|
| 10
|
INSURANCE
|
$180,417.3
|
$250,349.1
|
$69,931.8
|
Source: CAB analysis of Nielsen AdViews data; excludes Promo/PSA; Total Day; Cable TV
More Than Half Of Advertisers Increased Their Ad Investment In Cable
Procter & Gamble, AT&T and Berkshire Hathaway Inc round out the Top Three Cable Advertisers in 2011. While Procter & Gamble decreased their budget, AT&T and Berkshire Hathaway Inc increased Cable spending by over $55 million. More than half of the Top 25 Cable Advertisers increased their ad investment in Cable in 2011. Twenty of the Top 25 spent over $100 million on Cable in 2011.
| TOP 25 CABLE ADVERTISERS
|
| Rank
|
Parent Company
|
2010-$$$ (000)
|
2011-$$$ (000)
|
(+/_)
|
| 1
|
PROCTER & GAMBLE CO
|
$1,309,507.9
|
$1,084,367.5
|
-$225,140.4
|
| 2
|
AT&T INC
|
$343,762.2
|
$348,552.8
|
$4,790.6
|
| 3
|
BERKSHIRE HATHAWAY INC
|
$293,882.1
|
$344,979.5
|
$51,097.4
|
| 4
|
GENERAL MILLS INC
|
$336,960.1
|
$326,616.3
|
-$10,343.8
|
| 5
|
NATL AMUSEMENTS INC
|
$266,197.4
|
$292,070.3
|
$25,872.8
|
| 6
|
GENERAL MOTORS CO
|
$291,237.6
|
$289,811.0
|
-$1,426.6
|
| 7
|
PROGRESSIVE CORP
|
$272,040.6
|
$287,074.8
|
$15,034.3
|
| 8
|
TIME WARNER INC
|
$258,575.1
|
$269,900.3
|
$11,325.2
|
| 9
|
SONY CORP
|
$239,538.3
|
$258,851.3
|
$19,313.0
|
| 10
|
VERIZON COMMUNICATIONS INC
|
$225,140.1
|
$254,068.5
|
$28,928.4
|
| 11
|
YUM! BRANDS INC
|
$273,974.3
|
$249,205.7
|
-$24,768.6
|
| 12
|
NESTLE SA
|
$258,095.8
|
$232,922.0
|
-$25,173.8
|
| 13
|
JOHNSON & JOHNSON
|
$291,189.2
|
$231,260.4
|
-$59,928.8
|
| 14
|
PFIZER INC
|
$219,518.7
|
$230,775.0
|
$11,256.3
|
| 15
|
STATE FARM MUTUAL AUTOMOBILE INS CO
|
$202,033.2
|
$221,729.9
|
$19,696.7
|
| 16
|
WALT DISNEY CO
|
$215,977.2
|
$209,935.2
|
-$6,042.0
|
| 17
|
KRAFT FOODS INC
|
$211,220.5
|
$209,824.0
|
-$1,396.5
|
| 18
|
HERSHEY CO
|
$131,925.5
|
$209,697.4
|
$77,771.9
|
| 19
|
COMCAST CORP
|
$189,500.6
|
$201,323.1
|
$11,822.4
|
| 20
|
TOYOTA MOTOR CORP
|
$195,345.3
|
$200,964.8
|
$5,619.5
|
| 21
|
US GOVERNMENT
|
$211,346.5
|
$194,080.6
|
-$17,265.8
|
| 22
|
FIAT SPA
|
$101,636.4
|
$193,874.5
|
$92,238.1
|
| 23
|
UNILEVER
|
$182,439.2
|
$193,020.5
|
$10,581.2
|
| 24
|
KELLOGG CO
|
$219,100.1
|
$180,447.9
|
-$38,652.2
|
| 25
|
SEARS HOLDINGS CORP
|
$199,573.3
|
$177,693.0
|
-$21,880.3
|
Source: CAB analysis of Nielsen AdViews data; excludes Promo/PSA; Total Day; Cable TV
In 2011, Quibids LLC is the largest Cable advertiser gainer with over a $93 million dollar additional investment. Of the Top 20, five advertisers have increased their investment in Cable by over $50 million each. Some newcomers to the list are: Swift Maintance Products Inc, Hungry Machine Inc, Stamps.com Inc, and Hansen Beverage Company.
| TOP 20 CABLE ADVERTISER GAINERS
|
| Rank
|
Parent Company
|
2010-$$$ (000)
|
2011-$$$ (000)
|
(+/_)
|
| 1
|
QUIBIDS LLC
|
$253.4
|
$93,512.7
|
$93,259.3
|
| 2
|
FIAT SPA
|
$101,636.4
|
$193,874.5
|
$92,238.1
|
| 3
|
SEQUOIA CAPITAL
|
$17,966.9
|
$103,012.6
|
$85,045.7
|
| 4
|
HERSHEY CO
|
$131,925.5
|
$209,697.4
|
$77,771.9
|
| 5
|
BERKSHIRE HATHAWAY INC
|
$293,882.1
|
$344,979.5
|
$51,097.4
|
| 6
|
TEMPUR-PEDIC INTL INC
|
$57,030.1
|
$105,684.1
|
$48,654.0
|
| 7
|
WESTERN MARKETING STUDIOS LLC
|
$68,715.9
|
$113,703.3
|
$44,987.4
|
| 8
|
ABBOTT LABORATORIES INC
|
$68,565.5
|
$113,281.9
|
$44,716.4
|
| 9
|
RELATIVITY MEDIA LLC
|
$14,617.5
|
$57,013.6
|
$42,396.1
|
| 10
|
GUTHY-RENKER LLC
|
$99,376.0
|
$141,127.5
|
$41,751.5
|
| 11
|
POSITEC GROUP LTD
|
$7,757.6
|
$48,034.5
|
$40,276.9
|
| 12
|
VOLKSWAGEN AG
|
$73,889.8
|
$111,921.8
|
$38,032.0
|
| 13
|
ALLSTATE CORP
|
$118,499.9
|
$156,393.5
|
$37,893.6
|
| 14
|
WEINSTEIN CO LLC
|
$11,417.4
|
$48,665.4
|
$37,248.0
|
| 15
|
CITIGROUP INC
|
$5,679.1
|
$42,758.8
|
$37,079.7
|
| 16
|
SWIFT MAINTENANCE PRODUCTS INC
|
$0.0
|
$37,020.3
|
$37,020.3
|
| 17
|
NATIONWIDE MUTUAL INSURANCE CO
|
$78,480.5
|
$115,076.2
|
$36,595.7
|
| 18
|
HUNGRY MACHINE INC
|
$0.0
|
$36,180.7
|
$36,180.7
|
| 19
|
STAMPS.COM INC
|
$0.0
|
$32,999.9
|
$32,999.9
|
| 20
|
HANSEN BEVERAGE CO
|
$0.0
|
$30,798.8
|
$30,798.8
|
Source: CAB analysis of Nielsen AdViews data; excludes Promo/PSA; Total Day; Cable TV
|
