CBS Tops Broadcast Nets in 2010 Ad Revenue With $6.5 Billion

Mario Perez/CBS

NBC posted the biggest percentage gain among broadcasters last year, while Viacom’s MTV and VH1 were the major cable channels recording declines.

NEW YORK - NBC's advertising revenue showed the biggest percentage gain among broadcast networks last year, while CBS once again had the highest ad haul, Ad Age reported, citing data from ad spending tracking firm Kantar Media. 

It said that among cable networks, Viacom’s MTV, which has seen strong ratings momentum thanks to such hit shows as Jersey Shore and Teen Mom, and VH1 saw ad revenue declines in 2010. Ad Age said that VH1 and MTV were the only major cable networks to record lower ad revenue last year as MTV was down 2.1 percent to about $822 million, while VH1 saw a 5.6 percent drop to about $486 million.

Meanwhile, all five major broadcast networks boosted ad revenue following a recession-affected 2009. CBS, Fox, ABC, NBC and CW combined recorded about $21.7 billion in 2010 ad revenue, up 5.3 percent from 2009, Kantar found, according to Ad Age, which said the gains are a good sign ahead of the upcoming upfront ad market.

CBS took in about $6.48 billion, up 8.2 percent, ABC recorded a 1.1 percent increase to $5.12 billion, Fox's 2.2 percent gain took it to about $4.49 billion, and the CW network’s ad take increased 3.8 percent to about $613 million, according to the data. NBC posted a 9.1 percent gain to $4.82 billion after a 17.7 percent drop in 2009 that was sharper than declines at its peers.