As linear cable TV network business continues its slow, nonstop decline, national TV advertising revenues will fall 4.9% by the end of this year to $22.4 billion, according to S&P Global Market Intelligence. Cord-cutting by subscribers shifting to streaming platforms will continue for the next five years, which will result in national TV ad revenue falling under $20 billion by 2027.
Advertising spending on national linear TV fell 1% in June to $3.138 billion, according to new figures from Standard Media Index. Spending on cable TV dropped 12% to $1.946 billion, while broadcast increased 23% to $1.05 billion, SMI said. Syndication grew 33% to 142.2 million.
Viamedia, the large, independent ad sales management company for local cable, OTT, streaming and video, is seeing a 200% increase in political revenue when it comes to its average revenue per subscriber versus that of 2016.
With their boss growing increasingly agitated with the state of his re-election campaign and with the efforts of Republican critics to undermine it, President Donald Trump’s team hatched a plan. They’d run a series of hard-hitting ads and place them on networks that they knew the president and congressional Republicans would watch. And so, over the past month, the Trump campaign has spent slightly more than $400,000 on cable news ads in the Washington, D.C., area, buying time largely on Fox News but with some smaller buys on CNN and MSNBC as well, according to filings with the FCC.
Exclusives
Steve Doocy, Ainsley Earhardt and Brian Kilmeade are in high demand on set as the anchors of Fox News Channel’s “Fox & Friends.” Starting today, however, viewers of the morning program are going to spend some time watching them motoring home, thanks to an advertising deal.
The Hallmark Channel’s decision to pull, then reinstate a commercial that featured a same-sex couple kissing shows how controversy can generate more publicity than simply ignoring it.
Trump’s campaign likened CNN to a public relations firm for Democrats after rejection of its first advertisement, which discussed allegations against former Vice President Joe Biden that the network said had been proven false by several news organizations.
Charter Communications has made an undisclosed investment in the advertising data and analytics company 605, which is run by former Cablevision COO Kristin Dolan. Under the agreement with 605, Charter will supply the company with aggregated and anonymized data culled from its network of pay-TV set-top boxes. In turn, 605 will use its proprietary data infrastructure and analytics capabilities to enhance Spectrum Reach, Charter’s advertising sales unit.
New Ad Initiatives From Fox Networks
Focus at its upfront is on creating better viewer experiences, brand storytelling, impact and reach.
TV news networks continue to rack up big advertising dollars and viewership versus a year ago, largely due to heavy news viewing — thanks to the scandal-ridden Trump Administration.
A troupe of independent cable networks is banning together to compete for audience-based TV budgets.
Although more than 30 advertisers have now left Fox News Channel’s The O’Reilly Factor due to recent allegations, the network itself hasn’t lost any revenue. “At this time, the ad buys of those clients have been re-expressed into other FNC programs,” said Paul Rittenberg, the cable network’s EVP of advertising sales.
While U.S. ad-supported cable networks’ affiliates revenue growth has shrunk to meager gains in the last few years, they are forecast to rise by mid-single-digit percentage gains in the next five years — largely because of better cross-platform measurement. A new study estimates that ad revenue at basic cable networks grew 4.5% to $29.6 billion in 2016, according to SNL Kagan.
A common pattern among victorious Senate candidates in many key “battleground” states was the candidates’ use of local cable television advertising. That finding comes from a preliminary analysis of cable […]
For Fox News Channel, the 2016 presidential race has meant that all the industry talk about cord-cutting and move away from appointment viewing is proving wrong for now. “Our ad sales were up a little over 20 percent for [fiscal year 2015], and this quarter is pacing better than that, versus a year ago,” says Paul Rittenberg, the cable network’s ad sales EVP. “I don’t think there’s any doubt that this calendar year will be, by far, our biggest sales year ever, certainly through the election.”
Patriot Media Group, a division of U.S. International Media, has been appointed as the sales representative for The Weather Channel’s Closed Captioning sponsorships. “We are excited to partner with Patriot […]
Bernstein Research’s Todd Juenger calls it “desperate,” and MoffettNathanson Research’s Michael Nathanson calls it “dangerous.” But both analysts, using data from TiVo, say the trend is unmistakable: Major cable network owners led by Viacom, A+E and Discovery significantly increased the amount of primetime commercial minutes in their shows in the fourth quarter of 2014, helping to compensate for a decline in viewing.
Simulmedia continues to add more consumer purchase-related TV viewing data to broaden its effort to sell non-primetime cable TV commercial inventory to advertisers.
The cost per thousands viewers for advertisers continues to rise on cable networks by mid-single percentage hikes — with sports networks/programmers commanding the biggest price. The average 24-hour CPM price was up 4.8% to $6.22, according to SNL Kagan.
Cable has added an average of a 20-second spot each year since 2010, while broadcast is flat. Clutter concerns aside, more ad time equals more ad dollars.
President Barack Obama loves to watch sports — and the people who want to catch his eye know it. Companies and trade associations are doing something a little strange: they’re buying up airtime on ESPN. Media strategists offer up the all-sports network as an option to clients who want to get their issues in front of Obama and top White House officials, known as big sports fans and rabid ESPN watchers.
The founder of 24-hour cable news is broadening its programming, giving it a shot at ad dollars that typically go to networks like Nat Geo and Travel Channel.
A Wall Street report Wednesday says that even with a bumpy economy, advertisers aren’t pulling back on spending commitments made in the TV upfront market, while the scatter business remains robust. Also, national cable ad spending for 2011 is estimated to increase by 12%.
Cable Ad Dollars Catch Up To Broadcasting
Advertisers, for the first time, are shelling out as many dollars to book commercials in advance on cable television as they are on broadcast networks, allowing cable outlets to command big increases in their ad rates.
A strong scatter market and a deluge of automotive dollars have analysts particularly bullish, and many industry observers are predicting a record haul for ad-supported cable in 2011.
