• by David Goetzl  @dgoetzl, January 9, 2006

In a year without federal elections or the Olympics, local broadcast ad revenues declined 11.7 percent in the third quarter of 2005 versus the same period a year ago--a period which included an Olympic games and Presidential election. The figure from the Television Bureau of Advertising is based on estimates supplied by TNS Media Intelligence/CMR in the top 100 markets.

Figures also show that network television saw a 12.6 percent decline in the third quarter of 2005 versus a year ago, although syndication rose 11.2 percent.

Of the top five spot advertisers in the 2005 third quarter, all but one spent less than they did in the same period a year ago: #1 DaimlerChrysler (down 5.8 percent), #2 General Motors Dealers Association (down 3 percent), #3 Toyota Dealers Association (up 7.8 percent), Ford Dealers Association (down 21.6 percent), and General Motors (down 41.3 percent).

TVB has expressed optimism that spot revenues in 2006 will climb between 6.1 percent and 7.9 percent over last year--although that would mark a lower year-over-year increase for previous Olympic/election years.