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CAB: Cable's Top Clients Hiked Spending

12/20/2002 7:59 AM Eastern

Looking back at the 2001-02 television season, the Cabletelevision
Advertising Bureau said Friday that each of the top 10 cable-network advertisers
increased spending by 2 percent.

That put their average cable ad spending at $181 million apiece, versus the
$177 million averaged by the previous season's top 10, the CAB said after having
analyzed data compiled by Taylor Nelson Sofres' CMR/TNS Media Intelligence
division (formerly known as Competitive Media Reporting).

Procter & Gamble Co. was the top network-cable spender during the
September-through-May season, with its $348.3 million expenditure (up 33.5
percent) representing what the CAB called 'the largest-ever annual investment in
cable advertising by a single company.'

P&G was followed by General Motors Corp., as its nearly $290 million
topped its previous record for network-cable spending, the CAB added.

Elsewhere within the top 10, Pfizer Inc. rose to No. 6 for last season, and
The Walt Disney Co. and National Amusements Inc. joined the list, replacing Ford
Motor Co. and WorldCom Inc.

All told, the 10 clients spent $1.8 billion last season, up slightly from
$1.77 billion in 2000-01, according to CMR data.

With these largest advertisers' increased budgets "confirming that cable is
providing tremendous value in meeting their marketing objectives," CAB CEO
Joseph Ostrow said in a prepared statement, "we believe the 2001-2002 season
results signify even more robust revenues for the cable networks in the season
ahead."

September