The investment by national advertisers in local TV in the U.S. has always been called national spot TV. For the first few years of television, the dollars in national spot TV had been lower than the dollars in local spot TV (local TV spend by local advertisers). However, by 1953, national spot TV dollars had pulled ahead of local spot TV dollars and stayed ahead until 1988 when local spot TV pulled ahead (data courtesy of Bob Coen). Since then, local spot has continued to grow, whereas once digital came in, national spot TV began to contract.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.