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U.S. TV Ad Spending Fell in Second Quarter - CMO Today - WSJ - Wall Street Journal (blog)

Television networks are wrapping up their “upfront” sales negotiations ahead of the fall season against a bleak backdrop.

TV ad spending dropped 5% in the second quarter, according to new data from Standard Media Index, which reports on 80% of U.S. ad agency spending. TV ad spending dropped 5% in the second quarter, according to new data from Standard Media Index, which reports on 80% of U.S. ad agency spending. The year-ago quarter benefited from the men’s FIFA World Cup soccer tournament, an event that generated more than an estimated $500 million in TV ad spending ( far more than the women’s competition this year ), SMI said. Excluding sports programming such as the World Cup, TV ad spending fell 3% for the period.

Broadcast TV ad spending was down 10% and cable TV dollars slipped 3%, SMI’s data shows.

“June’s overall numbers were negatively impacted on a year-on-year basis by last year’s World Cup,” said SMI Chief Commercial Officer James Fennessy. “However, there are some underlying factors that are contributing to a deeper malaise. Soft ratings and ongoing measurement issues continue to impact television’s results, and we also saw a slight slowdown in the explosive growth from digital, which points to marketers focusing more closely on return on investment.”

Overall advertising spend in the U.S. increased 2% for the quarter as digital media and out-of-home ads both posted double-digit growth rates. Ad spending was flat for the month of June.

While it’s hard to know for sure how much the TV networks locked down in advanced ad sales this upfront season, most industry watchers expect this year’s upfront to be at least as bad as last year’s , when cable upfront commitments slipped and broadcast upfront sales fell at least 5%. Ad buyers have said more marketers are holding back their TV dollars to buy ad time closer to the air date or shifting dollars to digital media.

The “scatter” market, or the year-round...

Source: blogs.wsj.com


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... advertising rates A television commercial, Produced by Mpower

... advertising rates A television commercial, Produced by Mpower
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India Advertising Rate Card

India Advertising Rate Card
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The Big Bang Theory Gets the Highest Ad Rates Outside of the NFL. A ...

The Big Bang Theory Gets the Highest Ad Rates Outside of the NFL. A ...
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