Local TV spending had the biggest gains, rising 6% to $5.6 billion, fueled by significant double-digit hikes in six of the top 10 ad categories. PepsiCo's fast-food businesses were the No. 1 local TV advertiser, spending $179.9 million in 1993, a 12% gain over 1992. Walt Disney Co. was No. 2 with $121.4 million, a 54% increase. Of the top 10 local TV advertisers, only McDonald's Corp. was down, dropping 17% to $109.4 million.
Network TV and national syndicated TV combined rose 4% in 1993 to $12.5 billion, but the TVB was unable to break out percentage changes for network and syndication because of changes Arbitron made in 1993 concerning ad spending for Fox.
In 1993, Arbitron shifted Fox from its syndication report to its network TV report, making year-to-year comparisons for those categories difficult.
Procter & Gamble Co. was the No. 1 network TV advertiser, spending $623.8 million in 1993, followed by No. 2 General Motors Corp., which spent $454.2 million.
P&G was also the No. 1 syndicated TV advertiser, spending $132.6 million, followed by No. 2 Philip Morris Cos., which spent $122.2 million.
P&G's heavy network and syndicated TV presence probably accounts for its waning commitment to spot TV. In 1993, P&G cut spot TV spending 28% to $171.5 million, dropping it to the No. 3 spot in 1993 from No. 1 in 1992.
Chrysler Corp., meanwhile, emerged as the No. 1 spot advertiser, rising 27% to $217.7 million in 1993, from a No. 4 position in 1992. Total spot spending was $5.5 billion.
Other package-goods marketers cut spot TV spending in 1993, including General Mills, down 1% to $199.4 million, and Philip Morris, down 6% to $170.9 million, but the other major automotive advertisers were all up significantly, with the exception of Toyota Motor Sales USA and Nissan Motor Corp. USA, which cut their spot budgets 9% to $137.3 million and 17% to $109.6 million, respectively.
General Motors Corp. rose 24% to $164.2 million, Ford Auto Dealers Association was up 24% to $145.9 million and Ford Motor Co. rose 19% to $142.9 million.
AT&T increased spot TV spending 64% to $102.6 million.
Joe Mandese coordinates MediaWorks.