CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
TOTAL TELEVISION CATEGORY OVERVIEW |
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The Top 10 Total Television Categories for 4Q ‘01. |
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All amounts are displayed in (000)
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| Rank | Category | 4Q ‘01 | 4Q ‘00 | $ Change | % Change |
| 1 | AUTOS, AUTO ACCESS & EQUIP | $896,770.8 | $960,267.3 | -$63,496.5 | -6.6% |
| 2 | MEDICINES & PROPRIETARY REMEDIES | $677,599.5 | $687,106.0 | -$9,506.5 | -1.4% |
| 3 | RETAIL | $576,001.7 | $642,588.0 | -$66,586.3 | -10.4% |
| 4 | MEDIA & ADVERTISING | $510,897.7 | $587,894.0 | -$76,996.3 | -13.1% |
| 5 | FINANCIAL | $464,005.3 | $738,539.8 | -$274,534.5 | -37.2% |
| 6 | GAMES, TOYS & HOBBYCRAFT | $430,342.1 | $416,546.6 | $13,795.5 | 3.3% |
| 7 | RESTAURANTS | $414,720.9 | $403,046.4 | $11,674.5 | 2.9% |
| 8 | DIRECT RESPONSE COMPANIES | $375,587.6 | $324,546.5 | $51,041.1 | 15.7% |
| 9 | TELECOMMUNICATIONS | $348,893.5 | $314,936.7 | $33,956.8 | 10.8% |
| 10 | COMPUTERS, SOFTWARE, INTERNET | $303,661.7 | $546,650.4 | -$242,988.7 | -44.5% |
| Highest $ Increases: | All amounts are displayed in (000) | ||
| CATEGORY | 4Q ‘01 | 4Q ‘00 | $ CHANGE |
| PERSONAL HYGIENE & HEALTH | $199,456.1 | $144,392.4 | $55,063.7 |
| DIRECT RESPONSE COMPANIES | $375,587.6 | $324,546.5 | $51,041.1 |
| GOVERNMENT, POLITICS & ORGANIZATIONS | $152,418.5 | $108,536.9 | $43,881.6 |
| TELECOMMUNICATIONS | $348,893.5 | $314,936.7 | $33,956.8 |
| HAIR PRODUCTS & ACCESS | $108,889.8 | $80,602.5 | $28,287.3 |
CABLE TELEVISION CATEGORY OVERVIEW |
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The Top 10 Cable Television Categories for 4Q ‘01. |
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All amounts are displayed in (000) |
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| Rank | Category | 4Q ‘01 | 4Q ‘00 | $ Change | % Change |
| 1 | GAMES, TOYS & HOBBYCRAFT | $210,596.7 | $185,757.2 | $24,839.5 | 13.4% |
| 2 | DIRECT RESPONSE COMPANIES | $209,369.1 | $150,554.2 | $58,814.9 | 39.1% |
| 3 | AUTO, AUTO ACCESS & EQUIP | $206,033.1 | $218,621.9 | -$12,588.8 | -5.8% |
| 4 | FINANCIAL | $196,026.0 | $228,946.0 | -$32,920.0 | -14.4% |
| 5 | RETAIL | $137,929.6 | $157,407.6 | -$19,478.0 | -12.4% |
| 6 | MEDICINES & PROPRIETARY REMEDIES | $136,164.0 | $142,461.1 | -$6,297.1 | -4.4% |
| 7 | MEDIA & ADVERTISING | $129,454.3 | $130,378.9 | -$924.6 | -0.7% |
| 8 | COMPUTERS, SOFTWARE, INTERNET | $122,449.0 | $172,974.3 | -$50,525.3 | -29.2% |
| 9 | TELECOMMUNICATIONS | $99,999.7 | $87,613.0 | $12,386.7 | 14.1% |
| 10 | RESTAURANTS | $82,294.7 | $80,753.3 | $1,541.4 | 1.9% |
The following categories led the way in terms of Dollar Growth |
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| All amounts are displayed in (000) | |||||
| Rank | Category | 4Q ‘01 | 4Q ‘00 | $ Change | % Change |
| 1 | DIRECT RESPONSE COMPANIES | $209,369.1 | $150,554.2 | $58,814.9 | 39.1% |
| 2 | GAMES, TOYS & HOBBYCRAFT | $210,596.7 | $185,757.2 | $24,839.5 | 13.4% |
| 3 | GOVERNMENT, POLITICS & ORGANIZATIONS | $42,059.0 | $21,023.3 | $21,035.7 | 100.1% |
| 4 | PERSONAL HYGIENE & HEALTH | $48,575.2 | $35,128.5 | $13,446.7 | 38.3% |
| 5 | TELECOMMUNICATIONS | $99,999.7 | $87,613.0 | $12,386.7 | 14.1% |
CABLE TELEVISION |
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| Listed below are the Categories where share of Cable Ad Revenues increased, while Broadcast and Syndication shares decreased or remained flat. | |||||||||
| Cable Share | Broadcast Share | Syndicated Share | |||||||
| Category | 4Q ‘01 | 4Q ‘00 | + / - | 4Q ‘01 | 4Q ‘00 | + / - | 4Q ‘01 | 4Q ‘00 | + / - |
| Fitness & Diet Programs & Spas | 89.7% | 21.0% | +68.6% | 6.8% | 16.4% | -9.7% | 3.6% | 62.5% -58.9% | |
| Business & Technology | 44.1% | 18.8% | +25.3% | 55.4% | 81.1% | -25.7% | 0.5% | 0.1% | 0.4% |
| Financial | 42.2% | 31.0% | +11.2% | 53.0% | 63.1% | -10.1% | 4.7% | 5.9% | -1.2% |
| Shopping Ctrs & Catalog Shwrms | 77.9% | 68.6% | +9.3% | 22.1% | 29.4% | -7.2% | 0.0% | 2.1% | -2.1% |
| Gov't, Politics & Organizations | 27.6% | 19.4% | +8.2% | 63.0% | 69.4% | -6.4% | 9.4% | 11.2% | -1.8% |
| Household Appliances & Equip | 37.5% | 31.8% | +5.6% | 51.6% | 54.2% | -2.5% | 10.9% | 14.0% | -3.1% |
| Bldg Materials, Equip & Fixtures | 56.8% | 51.2% | +5.6% | 40.1% | 41.8% | -1.7% | 3.1% | 7.0% | -3.9% |
| Department Stores | 16.5% | 11.5% | +5.0% | 75.6% | 78.2% | -2.6% | 7.9% | 10.4% | -2.4% |
| Games, Toys & Hobbycraft | 48.9% | 44.6% | +4.3% | 43.5% | 46.2% | -2.7% | 7.6% | 9.2% | -1.6% |
| General | 25.2% | 21.7% | +3.5% | 71.7% | 75.1% | -3.5% | 3.1% | 3.2% | -0.1% |
| Media & Advertising | 25.3% | 22.2% | +3.2% | 65.3% | 67.8% | -2.4% | 9.3% | 10.0% | -0.7% |
| Cosmetics & Beauty Aids | 21.4% | 18.4% | +3.0% | 64.6% | 64.3% | 0.3% | 14.0% | 17.3% | -3.3% |
Source: CAB compilation of CMR Data
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.