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U.S. national advertising market improved 5% in the second quarter of this year -- with digital media registering another quarterly double-digit percentage gain, according to Standard Media Index.
Digital media -- the strongest media performer -- grew 12%, versus the same period the year before. In February, it was up 18% and 17% in January. Social media grew 45%. Video-only websites was up 21%. Content and TV websites each added 18%, and search is down 5%.
Right behind digital, out-of-home media posted a 9% gain; national TV was virtually flat, inching up 0.2%; radio was down 1%; and print sinking 22%.
National TV benefited from the World Cup, televised on Fox and Telemundo, during the period. Taking out that special sporting event, national TV revenues were down 1%.
There was 4% less revenue from TV upfront deals made in the summer 2017. At the same time, TV networks also witnessed stronger near-term ad sales, in the scatter market, up 11%. Direct response advertising was flat.
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TV networks witnessed a 3.4% decline in average price for the 30-second commercials. But there was a 2.5% gain in the number of 30-second spots to 3.4 million. TV networks issued 4% fewer makegoods also known as audience-deficiency units (ADUs).
Looking at the biggest national TV advertising categories: Prescription pharmaceuticals grew 19%; automotive, down 12%; food products, off 5%; quick service restaurants, gaining 3%; and insurance adding 9%.
SMI data comes from “raw” invoices of five of the seven major media agency holding groups -- actual dollar amounts spent on each ad buy. This makes up 70% of the national TV market, with the remaining 30% being “modelled” using occurrence data.
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July 23, 2018 at 06:33PM
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