Ad spending for U.S cable TV networks may be set to surpass dollars spent on broadcast network ads for the first time. The numbers from ZenithOptimedia suggest that cable TV networks will collect $18 billion this year, riding a 10 percent increase from last year, while broadcast TV ad spending grows more modestly to $17.4 billion. These figures, compiled from the recent ad-buying period, line up pretty accurately with ZenithOptimedia's predictions from last spring.
Cable TV doesn't get to claim that largest percentage jump in ad spending across media. That honor goes to the Internet, with a 12.6 percent jump from last year. Still cable's ascendance makes it clear that traditional broadcast networks are continuing to fade in importance.
- read this Hollywood Reporter story
ZenithOptimedia earlier predicted jumps in cable and online ad buys
Advertising rebounded for CBS in 2010 after an earlier decline