B'cast blurbs are adding up

Gov't, orgs lead the list, rise by 158%

By JOHN DEMPSEY

NEW YORK -- The fourth quarter numbers may not be so hot because of a slowdown in the economy, but broadcast TV's ad revenues for the first nine months of the year were solid.

The overall increase in total broadcast revenues was 14.9% over the first three quarters of 1999, according to the Television Bureau of Advertising. Of the three elements that make up the broadcast-TV category, network TV harvested a 15.7% gain, local spot delivered a 15.5% hike, and syndicated TV grew by 7%.

Focusing on spot revenues to local TV stations, which the TVB represents as a lobbying group, VP of research and development Harold Simpson said that 12 of the top-25 product categories showed double-digit increases. Government and organizations led the list, climbing by a spectacular 158% over the first nine months a year ago.

Simpson attributed the gain to all of the spending on political campaigns and issue advertising during the presidential-election year.

Other category increases for the nine months included telecommunications (40%), car and truck dealers (18%) and automotive (16%).

Automotive dominated the top-five individual advertisers in local spot: Ford Motors (41%), Daimler Chrysler (33%), General Motors (29%), Honda Motors (23%) and the Ford Dealers Assn. (22%).