National cable ad sales rose during 2011, continuing an upward trend, according to figures from the Cabletelevision Advertising Bureau.
Multichannel News reports that combined sales for national cable networks were $22.1 billion, up 7.8% from $20.5 billion during the previous year.
The 2010 figure represented a hefty 18.1% increase from $18.7 billion in 2009, the story reports.
The story adds: “CAB attributes the uptick to growth during the upfront selling season for the 2011-12 TV year, strength in the scatter market and the industry’s continued commitment to original programming.”
CAB President and CEO Sean Cunningham said in a statement: "In staying close to agencies and advertisers throughout 2010 and 2011 we knew cable’s role as primary driver in the media plan and marketing mix would increase to new heights. Agencies wanted details on original programming, cable’s ratings strengths by programming/target genres, and proof points around the cable brands’ multi-screen vitality — all of which are measures that the cable nets thrive in."