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Home : CAB Research : Advertising Expenditures
4Q '01 Top TV and Cable Product Categories vs. Year Ago
TOTAL TELEVISION CATEGORY OVERVIEW |
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The Top 10 Total Television Categories for 4Q ‘01. |
All amounts are displayed in (000)
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| Rank |
Category |
4Q ‘01 |
4Q ‘00 |
$ Change |
% Change |
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| 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) |
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| CATEGORY |
4Q ‘01 |
4Q ‘00 |
$ CHANGE |
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| 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. |
All amounts are displayed in (000) |
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| Rank |
Category |
4Q ‘01 |
4Q ‘00 |
$ Change |
% Change |
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| 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 |
| All amounts are displayed in (000) |
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| Rank |
Category |
4Q ‘01 |
4Q ‘00 |
$ Change |
% Change |
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| 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. |
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Cable Share |
Broadcast Share |
Syndicated Share |
| Category |
4Q ‘01 |
4Q ‘00 |
+ / - |
4Q ‘01 |
4Q ‘00 |
+ / - |
4Q ‘01 |
4Q ‘00 |
+ / - |
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| 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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