• by Paul Gough , August 20, 2003

Local television ad revenues were mostly flat in the second quarter and first half, according to data released Wednesday afternoon by the Television Bureau of Advertising.

Using estimates from TNS Media Intelligence/CMR in the top 100 markets, TVB said local broadcast TV ad revenue rose 0.2% to $7.57 billion in the first half compared to the first six months of 2002.

Network TV rose 1.7% to $11.53 billion in ad revenues in the first half. Syndicated TV had the highest first-half increase, jumping 15.8% to $1.63 billion in the first half compared to the same period a year ago.

TVB's analysis said the broadcast TV sector overall rose 2.1% in the first half. In the second quarter, local broadcast was mostly unchanged at $3.86 billion in ad spending, while network TV rose 7.1% to $5.94 billion and syndicated TV showed a 17.1% increase to $1.41 billion.

Although ad revenues were flat, TVB said the results for the first half of 2003 compare favorably with a 2002 that was strong with the Olympics and political spending.

"We duplicated a very strong first half of 2002," said Gary Belis, a spokesman with the Television Bureau of Advertising. "Without all that money we still put in the same performance as last year."

Local broadcast TV's top ad category in the first half remained automotive. The category was worth $1.7 billion to local broadcast stations, an increase of 2.1%. Local car and truck dealers accounted for $418.39 million during the first half, up 5.3%. Food/food products and furniture stores grew but two categories, restaurants and travel/leisure, were down significantly. The top spot advertiser was Daimler Chrysler, whose spending rose 11.5% but General Motors' spending dropped 12.1% to land in second place.