U.S. television ad spending as a whole increased 6.5% in the third quarter and was the only sector in the analysis with year-over-year growth.
KANTAR MEDIA DATA
Spot TV Climbs 5.2% In Third Quarter
Political spending was the primary contributor to a 5.2% rise in spot TV in the third quarter, according to new data released today by Kantar Media.
Television ad spending increased 6.5% in the third quarter and was the only sector in the analysis with year-over-year growth. Spanish-language TV rose 23.7% and was fueled by the final two weeks of the World Cup tournament in July. Spending on cable TV networks was up 7.9% in the period with roughly one-third of the gain attributable to increased commercial time.
Collectively, the spot, Spanish and cable segments were responsible for an estimated $700 million of growth and offset the weaker results from network TV (+0.2%) and national syndication (+1.6%), Kantar said.
Total U.S. advertising expenditures increased 0.3% in the third quarter of 2014 to $33.7 billion. During the first nine months of 2014, ad spending grew 2.2%.
Q3 Internet display spending fell 1.7% due to fewer page views by desktop PC users, which in turn led to fewer ad impressions. (Mobile Internet display spend is not included in this analysis.)
Outdoor expenditures declined 2.7% on cutbacks from the restaurant, financial service and media categories.
BRAND CONNECTIONS
Print media experienced further losses in the period. Total expenditures in newspaper media fell 13% and reflected commensurate reductions in volume of space sold.
Consumer magazine spending dropped 4.6% as lower budgets from CPG and auto advertisers erased encouraging gains from the apparel and pharmaceutical categories.
Ad expenditures in Sunday magazines fell 11.7% on lower demand from Direct Response marketers, a bellwether category for the segment. (Note that these figures are based on print channels only and do not include activity on websites or other properties operated by print brands).
Radio media also dipped during the third quarter. Local radio ad spending on English-language stations was down 6.2% and on Spanish-language stations it fell 6.6%. National spot radio fared no better with a decline of 5.3%. A common outcome for each of these segments was lower spending by retail, financial service and restaurant advertisers.
Percent Change in Measured Ad Spending
|
Media Type (Listed in rank order of Jan-Sep 2014 spending) |
Jul-Sep 2014 vs. 2013 |
Jan – Sep 2014 vs. 2013 |
|
TELEVISION MEDIA |
6.5% |
7.1% |
|
7.9% |
7.9% |
|
0.2% |
3.0% |
|
5.2% |
4.0% |
|
23.7% |
28.1% |
|
1.6% |
2.0% |
|
MAGAZINE MEDIA |
-4.9% |
-4.3% |
|
-4.6% |
-4.1% |
|
-3.9% |
-1.9% |
|
-11.7% |
-11.1% |
|
0.2% |
-0.1% |
|
-3.9% |
0.5% |
|
NEWSPAPER MEDIA |
-13.0% |
-9.2% |
|
-14.5% |
-9.8% |
|
-2.0% |
-5.6% |
|
-8.6% |
-4.5% |
|
INTERNET (Display Ads Only) |
-1.7% |
5.7% |
|
RADIO MEDIA |
-5.3% |
-3.8% |
|
-6.2% |
-5.0% |
|
-5.3% |
-2.3% |
|
-0.3% |
0.0% |
|
-6.6% |
-8.8% |
|
OUTDOOR |
-2.7% |
-0.7% |
|
FSIs |
-7.3% |
-0.5% |
|
TOTAL |
0.3% |
2.2% |
Source: Kantar Media
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