• January 13, 2003

A Cabletelevision Advertising Bureau analysis of Adviews data finds that the top 10 national TV advertisers for the 2001-02 season received more of their total household impressions from ad-supported cable than any other TV media. CAB said from October 2001-September 2002, ad-supported cable generated 51% of the top 10 advertisers’ total day impressions, compared to 41% for broadcast and 8% for syndication. It said cable’s share of total household impressions among the top 10 advertisers has increased by 21 percentage points since the 1996-97 season, while broadcast has lost 16 points and syndication has lost 5 points. The top 10 TV advertisers during the period were Procter & Gamble, Philip Morris, AOL Time Warner, Pfizer, Johnson & Johnson, General Motors, Unilever, Walt Disney, General Mills and GlaxoSmithKline.