Cable Upfront Surpasses $8 Billion In Ad Revenue

-          Growth Surge of 19% for Cable Networks Out-Performs All Other Major Media -

-          $1.2 Billion More in Ad Spend Reflects High Demand for Original Cable Programming and Cable Brands - 

New York, NY – September 13, 2010 – The Cabletelevision Advertising Bureau (CAB) today issued figures detailing Cable’s highest-ever “upfront” advertising market results for the US ad-supported Cable networks, which collectively topped the eight billion-dollar mark for the first time.

Advertiser commitments to spend over 8 billion dollars ($8,003.0MM) on Cable networks for the upcoming national 2010/2011television season represent a 19% increase from the previous Upfront of $6,725.0MM.

The over $1.2 billion increase in ad spending more than covers the loss of ad dollars in the previous upfront, and significantly eclipses the pre-recession Cable upfront ad spending:  

2010/2011: $8,003MM (plus 19% & up $1,278MM)
2009/2010: $6,725MM (minus -13% & down $875MM)
2008/2009: $7,600MM (plus 9.3% & up $600MM)
2007/2008: $7,000MM

By achieving dollar parity with the broadcast networks for the first time ever during this past upfront (both at slightly above $8 billion - see attached charts); Cable’ stake of the incremental ad dollars in the recent annual upfront marketplace was roughly 80% of the market’s ad spending upside.

“As US advertisers look for sales growth in this tough economy, they’ve turned to Cable brands at every step to take the lead in delivering their goals” said CAB President and CEO Sean Cunningham, who added: “In both the quarterly scatter markets and this most recent upfront, advertiser demand for Cable brands and programs has grown exponentially since mid-2009; Cable has been the driving media for advertising one’s way out of a recession”

Founded in 1980, the Cabletelevision Advertising Bureau is a television advertising advocacy group dedicated to providing advertisers and their agencies with the most current, complete and actionable media insights at the national, DMA and local levels. 
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Media Contact

Sean Cunningham
212-508-1223 office  

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