The Advertising Council today said donated time on cable TV climbed 82% in the first quarter vs. a year ago, when donated time showed a sharp decline. Some of the increase apparently was the result of cable buys the White House Office of National Drug Control Policy made this year. The buys, which started late in 1998, require that cable networks run one free public service ad on a drug-related topic for every paid ad, though the networks can instead run anti-drug programming. The Ad Council also pointed to concerted efforts to reverse what had been sharply declining cable industry support. In 1998, cable support for Ad Council messages dropped 53%.
Copyright July 1999, Crain Communications Inc.