February Ad Spend Jumps Despite Soft Ratings

The TV market continues to deliver healthy gains putting on 5 growth for the month This growth was not even across the board with cable leaping by 11 and syndication local and spot TV all attracting midsingle digit gains Broadcast missed out this month giving back 2 on the same month last yearOverall TV networks can be well pleased with Februaryamp8217s result as recent C3 and C7 numbers show real softness across both cable and broadcast This incongruity in ratings versus revenue shows us what a great job the networks have done in demonstrating the power of their audiences to brands and their agencies Easily targeted in large numbers and without issues around viewability TV audiences have given power back to the networks and we expect to see this flow through to a very healthy Upfront We are also seeing advertisers flock to premium video and we expect the argument around amp8220the kicker effectamp8221 has gained real support The theory proven by just published ARF research shows how adding video to TV buys multiplies the effect and ROI of these campaigns for little extra spend Video jumped 43 for the month and we expect these results to accelerate as more campaigns are driven into a multiscreen environment off the back of this groundbreaking researchCBS was the biggest winner in the month which isnamp8217t surprising given they sold an estimated 350 million worth of advertising on Super Bowl Sunday Other winners were mostly in cable and included HGTV ESPN and TBS which all delivered healthy double digit gains We were encouraged to see revenue increases across most of the leading cable networks and have seen that more inventory has been available than for previous months as audience deficiency units have to a large extent been washed through systemsDigital media as expected continues to deliver robust growth The sector slammed on 21 growth in February over 2015 The big winners in addition to video were internet radio 63 and social 49It was a mixed story for the rest of the media market Joining digital radioamp8217s strong growth in the month was traditional radio leaping 22 for the period Out of home added 10 yearonyear Magazines and newspapers both suffered drops down 5 and 17 respectivelySMI is developing some category specific deep dives and we look forward to bringing these to readers in the coming weeksImage at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggersamp160amp160

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February Ad Spend Jumps Despite Soft Ratings

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James Fennessy

AARP and the Ad Council Encourage People in Their “Pretirement” Years to Take Key Steps Toward Saving - Ad Council InSites

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February Ad Spend Jumps Despite Soft Ratings

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James Fennessy

AARP and the Ad Council Encourage People in Their “Pretirement” Years to Take Key Steps Toward Saving - Ad Council InSites

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