• by David Goetzl , March 3, 2011

The Cabletelevision Advertising Bureau said combined ad spending for national and local cable increased 12% last year, with total sales at $27.1 billion.

Local cable, which accounts for 24% of the total, was up 20%, while spending on national cable networks was up about 10%. The industry garnered $24.2 billion in 2009, combining national and local, according to CAB.

CAB chief Sean Cunningham stated: "Marketers were literally trying to advertise their way out of a recession" last year, which "speaks volumes about the lead and 'must-have' role that cable has earned in the marketing mix."

The trade organization credits original shows with luring more ad dollars to national cable networks.

History, Bravo, MTV and ESPN have posted significantly higher prime-time ratings this season, auguring well for continued growth. MTV is up nearly 50% by one measure in the 18-to-34 demo.