Top 10 National Advertisers Shift Ad Support To Cable.

In what constitutes a new milestone for advertisers shifting more weight to ad-supported cable, all of the Top 10 national TV advertisers have recorded double-digit percentage increases in cable’s share of their total U.S. household impressions. According to a new Cabletelevision Advertising Bureau analysis of Nielsen Adviews data, General Motors was the Top 10 national TV advertiser with the largest percentage increase in share of impressions from ad-supported cable between 1997 and 2002 (+90.4 percent), followed by Altria Group (+75.7 percent), Johnson & Johnson (+67.3 percent), and Pfizer (+54.3 percent).

In terms of cable’s absolute share of total U.S. impressions among the Top 10 national TV advertiser in 2002, AOL Time Warner ranked first (74.5 percent), followed by Altria Group (65.0 percent), General Motors (59.2 percent), General Mills (59.1 percent), and Walt Disney Company (52.2 percent).

The remaining Top 10 national TV advertisers received at least a third of their total U.S. household impressions from cable, beginning with Procter & Gamble (45.1 percent); and followed by Pfizer (40.9 percent), Unilever (37.9 percent), GlaxoSmithKline (36.8 percent), and Johnson & Johnson (34.8 percent).

“The increasing weight being assigned to cable by the nation’s leading advertisers proves that, given all the media choices available to them, cable is providing superior value and effectiveness in achieving marketing goals,” said CAB President & CEO Joe Ostrow. “It also suggests that other advertisers can benefit from the important values that cable provides in reaching their prospects with minimal waste.”

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