• by David Goetzl , August 1, 2011

The recently completed cable upfront marked a 16% increase over last year and set an all-time record with $9.29 billion in spending commitments for the 2011-12 season, according to the trade group that promotes cable advertising.

The total volume topped $9 billion for the first time and after "parity" a year ago, surpassed what the broadcasters took in collectively, according to the Cabletelevision Advertising Bureau (CAB).

Last summer, dollars were up 19%, more than making up for the steep dive during 2009's Great Recession Upfront, when volume dropped 13% (by $875 million).

CAB chief Sean Cunningham touted the strength of the cable brands as a driver in advertiser interest as they build "deeper connections to consumers."

TV in general continues to be a strong medium as the economy sputters. A recent survey of agency executives by Strata, a media-buying processing firm, pegged TV as making up 41% of ad budgets. The survey did conclude the medium is losing share to digital, which is now at 24%.

The survey found ad budgets in the second quarter were down compared to the January-March period. But that did not negatively impact upfront spending as the market closed quickly.

Original programming continues to do well on cable as TNT said the season premiere of drama "The Closer" posted 9.3 million viewers in live plus seven ratings last month, marking the highest-rated scripted show on cable this year. The viewership figure was up 5% over a year ago, impressive for a show in its seventh season.