Scatter Ad Market Crashes In April

In another sign of weakening ad demand — and a troubling indicator for 2020-21 upfront network TV ad negotiations — the delta between upfront and scatter ad prices narrowed to its closest point in recent memory in April, according to a Media Daily News analysis of data from SQAD.

Network Upfront, Scatter Revenues Mostly Flat

While TV networks continue to negotiate upfront deals — looking for mid-double-digit percentage price increases — TV ad revenues show a flat and/or downward trend over the last two years. Standard Media Index says upfront-placed advertising revenue for the better part of last TV season — October 2018 through April 2019 — came in at $19.3 billion, down 3% on a two-year compound annual growth-rate basis.

UPFRONTS

Upfront Scatter Strong, Worries About Ad Glut

Questions remain, especially concerning upfront price inflation, messaging effectiveness, lower audiences and realistic commercial reduction of network schedules.

MSNBC, CNN Make Scatter Pricing Gains, Fox Still Tops In Viewing

Strong Upfront Rev Continued Into Fall

Upfront revenues for November for the 2016-17 TV season are up 9% versus November 2015, with broadcast revenues 5% higher than a year ago and cable networks added 13%, according to Standard Media Index. In comparison, overall scatter revenues is down versus a year ago — 20%. Broadcast networks are off 29% in November scatter TV revenues; cable networks giving back 8%.

JESSELL AT LARGE

Strong Scatter A Good Omen For Local TV

As the TV networks report their 4Q and full-year results, their execs are saying TV advertising is holding up well under the onslaught from digital media. In fact, they add, first-quarter scatter spending continues strong and they are looking forward to a robust upfront market. So while waiting for the pure-plays to report their numbers, let’s remember that strong network sales bodes well for local sales, not to mention the national economy.

Suddenly, TV Spending Looks Stronger

A boost in scatter spending lifts TV out of recent doldrums, with broadcast up 7% and cable up 4% in first quarter when you take out 2014 Winter Games dollars.

UBS GLOBAL MEDIA CONFERENCE

Scatter Up, Nielsen To Count Time Shifting

CBS senior research executive David Poltrack estimates the four broadcast networks will grow 5% in advertising revenue in 2011 in part by some 20% or more higher scatter pricing. But not all networks will benefit.