Continuing the sector’s momentum, branded national cable networks surpassed the $10 billion mark in advertising sales during the upfront market for the 2013-14 television season, according to the Cabletelevision Advertising Bureau.
CAB pegged national cable’s take during the recently completed upfront selling season at $10.2 billion, a 4.3% rise from the previous television campaign’s $9.79 billion. The main four broadcast networks are estimated to have brought in just under $9 billion collectively during 2013-14 upfront negotiations.
The CAB attributed cable’s upfront surge as the U.S.’s top media platform to a combination of factors.
“Throughout our meetings with agencies and advertisers we handed off a ton of proof-points about our brands, our record-breaking original programs, our role as dominant content over five screens, including social TV, and the incredibly high amount of consumer hours spent monthly with ad-supported cable brands – some 94 hours-per- month on TV and the Internet combined,” said CAB president and CEO Sean Cunningham.
National Cable’s Upfront Performance:
2013/2014: $10.22 billion (up 4.3%, $423 million)
2012/2013: $9.79 billion (5%, $511 million)
2011/2012: $9.29 billion (16%, $1.28 billion)
2010/2011: $8.00 billion (19%, $1.28 billion)
2009/2010: $6.73 billion
Source: Multichannel News, 10/21/13