Network TV Drops 6% Last Season, NBC Improves

Looking at this year's nervous TV advertising upfront market, TV network executives should take some comfort in the recent past -- especially in contrast to other media. Last season, the five big English-language networks took in a collective $13.2 million from all dayparts from September 2008 to March 2009 -- a stiff 6% decline versus a year ago, according to TNS Media Intelligence. "Network TV is relatively better than other major media categories," says Jon Swallen, senior vice president of research for TNS Media Intelligence. Swallen notes that other media, especially local TV, national magazines, and local newspapers, have been stung with much greater ad revenue declines -- estimates of around 20% to 40% and more.