The U.S. ad economy expanded 35.2% in June vs. the same month a year ago, marking the fourth consecutive month of expansion since the ad industry pulled out of its COVID-19 recession. It was the best June ever since Standard Media Index began the U.S. Ad Market Tracker, though it represented only a slight 0.3% increase over June 2019.
National TV advertising in June declined 9% to $3.2 billion — a much smaller decline than the two previous months, according to Standard Media Index. In April, in the thick of the COVID-19 pandemic downturn, there was a massive loss of 28%, followed by a 19% decline in May. Overall, the second quarter witnessed a 19% decline in the March to June period.
More people continue to watch TV or other forms of video in the midst of the pandemic, but Madison Avenue is spending fewer dollars to dazzle them. National TV advertising fell 9% in June to $3.2 billion, according to Standard Media Index, a continuation of negative trends that have been in place since the coronavirus pandemic struck in March. But the June figures show losses narrowing: the 9% figures come after a 19% dip in May and a 28% tumble in April.
October’s national ad market was up 7% over the same period a year ago, according to Standard Media Index. Breaking down the national TV category, broadcast networks dropped 7% in media spend, with cable networks 5% higher. Digital was up 17%.
Standard Media Index and Nielsen establish a relationship to fuel SMI’s AccuTV with Nielsen Ad Intel data.
Unfavorable comparisons to the Summer Olympics last year may be behind the August slide, but the good news is that U.S. advertising is still up 2.4% for the year-to-date according to Standard Media Index.
Fox received a major boost in TV ad spending in February thanks to the Super Bowl, but overall the broadcast industry remained mostly flat, according to Standard Media Index. Broadcast entertainment ad revenue dropped 6.4% across all dayparts, but spending on broadcast news increased 15.1%.
The demise of last fall’s two biggest fantasy football players turned into an ugly reality for broadcasters’ bottom lines in September. According to new data from Standard Media Index, broadcast television spend fell 13.2% in September versus the previous September, when revenue swelled because of the freewheeling spending of dueling fantasy football companies DraftKings and FanDuel. Those companies — which rose quickly last year and fell even quicker — spent nearly $100 million less last month across broadcast and cable than they did the previous September.
New info from Standard Media Index goes a long way to solving one of the biggest quandaries that TV networks currently face: proving the full extent of their importance to advertisers in comparison with digital competitors. The new data show how TV can increase advertiser sales volume when budgets removed from TV to fund digital are returned even partially to TV.
If a historical upfront marketplace adage is true — that a tight scatter market presages strong upfront demand — then the 2016-17 upfront marketplace could well be a robust one, according to never-before-seen data analyzing the share of spending growth of upfront vs. scatter markets. The data, provided by Standard Media Index, shows that while upfront spending has risen 3% through the first seven months of the 2015-16 broadcast year (October-through-April), the scatter marketplace has expanded nearly four times that rate: +19%.
Over two years, seven consumer product group [CPG] brands and five non-CPG brands saw revenues jump by 14.6% on average, according to new research. These 12 advertisers averaged a 25.8% rise in their TV ad spend over the period. Three CPG companies averaged a sales increase of 4.6 times the incremental TV ad spend after they switched dollars back to TV.
Strong broadcast network TV advertising dollars continued in January amid a slowly rising overall ad marketplace. Standard Media Index says growth of 74% in January helped to lift overall broadcast TV spending 9%, when including upfront and scatter dollars placed during the month.
The U.S. advertising market continues on its torrid pace — with both digital and TV advertising moving higher versus earlier levels in 2015 and against the same month in 2014. National TV advertising grew 17% to a 198.5 index over November a year ago, and 23% higher from the 161 index in October.
Never mind the gloom and doom over online encroaching on the No. 1 medium. TV ad spending in November was downright robust, according to the latest data from Standard Media Index, which tracks ad spending on the part of 80% of U.S. agencies. It rose 17% over last year, including a gain of 15% for broadcast, which had been lagging earlier this year.
A flood of retail spending on back to school promotions lifted the U.S. media economy to its best month this year, according to the Standard Media Index, which tracks ad spending on the part of 80% of U.S. agencies.
For August, total broadcast TV networks’ media business was down 6% on a year-to-year basis in the month, with cable TV networks up slightly by 3%, according to the Standard Media Index. TV was up overall in August, 3%. Spot TV gained 17%; syndication dropped 2%; and local cable picked 11%.
Over the course of the 2014-15 broadcast season, digital media siphoned off more than $1 billion from the national TV market, with the vast majority of those dollars being drained out of the Big Four networks. According to new research from Standard Media Index, about $1.1 billion in national TV spend was rerouted to digital, of which a staggering 87%, or $960 million, was plundered from broadcast.
A marked slowdown in the last quarter of 2014 occurred in the U.S. advertising market. Standard Media Index says the market was flat in the fourth quarter of 2014 versus the same period in 2013. Only digital media spending witnessed a rise, up 15% versus the same time period a year ago to $7.6 billion. More traditional TV media moved in the other direction. National broadcast TV spending was down 2% to $4.8 billion, and cable TV gave up 1.6% to $6.8 billion during the period.
For some, the second-quarter TV scatter market is always a barometer of how the upfront TV market — for the TV season to follow — will perform. A new research report confirms that assumption. Standard Media Index says that both broadcast and cable networks took a hit in scatter volume during the second quarter of this year.
In a move that will give it greater visibility into the shares of ad dollars that agencies spend across media, Turner Broadcasting System has signed on to license actual agency “booking” data from Standard Media Index. Turner is the second major cable networks group to subscribe to the data, following A&E Networks, which began using SMI’s data in April.