Television Advertising that Works: An Analysis of Commercials from Effective Campaigns By Stephen Marshall and Marilyn Roberts

Television Advertising that Works: An Analysis of Commercials fro ...

Chapter 2:

Background

Read

ABOUT
- Data
- Description
- Reviews
- About Author
- Cover
RESEARCH
- Bookmarks
- Notes
FONT
- Font Size
  - x-small
  - small
  - medium
  - large
  - x-large
- Line Height
  - 1.00
  - 1.25
  - 1.50
  - 1.75
  - 2.00
- Letter Spacing
  - Default
  - 1 pixel
  - 2 pixels
  - 3 pixels
  - 4 pixels
DOWNLOAD
- Complete Edition
PAGE
- TOC
- Copyright
- Preface
- References
- Index

This is a limited free preview of this book. Please buy full access.

ESPN ($1,164 million)

Nickelodeon ($844 million)

MTV ($836 million)

Lifetime ($832 million)

TBS ($753 million)

All five top cable networks achieved double-digit increases in revenue from 2003 with ESPN capturing the most at 26.4%.

Top Television Advertisers

The 2005 Ad Age Fact Pack reports companies featuring nondurable goods, automobiles, personal-care/pharmaceuticals, and media products dominate the top five television advertising expenditure positions for network, cable, spot, and syndicated television. Proctor and Gamble (P&G) ranked first in overall expenditures for net-work television ($833.6 million), cable television ($514.6 million), and syndicated television ($329.2 million). General Motors ranked second to P&G in network television ($641.4 million) and cable television ($311.3 million) expenditures. Automobile com-panies dominated the spot television market with DaimlerChrys-ler ($596 million), General Motors ($393 million), Honda Motors ($330.9 million), Nissan Motor ($320.1 million), and Ford Motor Company ($277.8 million) occupying the top five spots. Looking across all television spending categories, other impor-tant television advertising spenders include Johnson and Johnson, ranking third in network television spending ($527.5 million) and second in syndicated television ($101.5 million) spending, Pfizer ranking fifth in network television spending ($442.4 million) and fourth in syndicated television spending ($84.9 million), and Al-tria Group ranking fourth in cable television ($187.4 million).