U.S. media spending rose modestly in the first quarter to just under 3%, according to Standard Media Index. National TV witnessed only a 0.9% hike. Broadcast networks were up 2.4%, while cable networks sank 0.7%. Digital media was up only 6% in the period — the category’s first-ever single digit percentage gain in the period.
U.S. media spending was up 7% last year. Digital media was again the star performer among all media categories — but it’s growth was much lower than in 2015. Retail, telcos, and consumer electronics cut back digital media as spending moved back to TV, which was up 4.4% — 4.6% higher for broadcast TV and 4% for cable.
Digital media may have the fastest organic growth rates, but it was the traditional medium of television that catapulted Madison Avenue’s media spending during the first quarter of the year. Total media buys processed by the major agency holding companies pooling their data through Standard Media Index jumped 18% over the first quarter of 2013.
November witnessed a 4% hike in overall media spending — with cable TV and digital the strongest categories. Standard Media Index says cable TV had an 11% hike; with digital media rising 13%. Television overall is up 3% for that period — with broadcast TV and spot TV flat and syndication gaining 4%. Local cable advertising spending has grown 3%.
Denver saw advertising decline during the recession, but it was not hit nearly as hard as other markets, which helped it recover quickly. Now the market is very healthy on both TV and radio heading into what should be an even stronger 2012.
Entertainment and media spending in the United States rebounded in 2010, according to a widely followed annual report, for its first gain since 2007. According to the 12th annual edition of the PricewaterhouseCoopers Global Entertainment and Media Outlook, there was a 3.1% increase in spending for entertainment and media compared with 2009.