As auto ads shrink, cable still plugging away - Marketers like how networks weave brands into shows

摘要

As automakers slash national advertising budgets, cable networks are doing something that most other media have failed to do: maintain their automotive ad revenue. "Cable has been the only one holding onto money," said Jon Swallen, who monitors ad spending numbers as senior vice president of research for TNS Media Intelligence. According to TNS data, last year automakers spent USD1.03 billion on national cable, compared with USD1.05 billion in 2004. Those same manufacturers spent USD2.53 billion on broadcast network TV, down from USD2.87 billion in 2004.