Cable Ad Revenue Surpasses Broadcast TV

Cable TV reached a milestone this spring when the TV “up front” sales showed that cable (cumulatively) surpassed broadcast TV networks in ad revenue. Of course, there are just a handful of broadcast networks compared with hundreds of cable channels, so the milestone may be more symbolic. Still, cable surpassed broadcast in cumulative audience a few years ago, so this completes the picture of cable’s importance in business terms.

The up fronts are the period when TV networks showcase their upcoming new shows for advertisers and agencies, allowing the latter to purchase ad time up front. Most primetime broadcast shows attract much larger audiences than cable shows, so network spots still carry a hefty premium. According to the Los Angeles Times, one area where broadcast is projected to continue to excel in (compared with cable) is political advertising.