Top 10 Advertisers – Majority Of HH Impression Come From Cable.

The Top 10 national television advertisers for the 2001/2002 season received the majority of their total household impressions from ad-supported cable. According to a Cabletelevision Advertising Bureau analysis of Adviews data for October 2001–September 2002, ad-supported cable generated 51 percent of the Top 10 TV advertisers’ total day impressions, compared to 41 percent for broadcast and 8 percent for syndication.

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 declined by 5 points.

The Top 10 TV advertisers in 2001/02 (in order of their ranking, starting with #1) were: Procter & Gamble, Philip Morris, AOL Time Warner, Pfizer, Johnson & Johnson, General Motors, Unilever, Walt Disney, General Mills, and GlaxoSmithKline.

“It’s clear that major advertisers are choosing cable to carry the lion’s share of their TV
campaigns; and this attests to cable’s advantages in delivering needed impact, consumer targeting and value,” said CAB President & CEO Joe Ostrow. “Cable has proven itself to be a significantly more cost-effective avenue of budget allocation; and we expect these values will prompt advertisers to invest even more heavily in cable in the future.”

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