Striking Ad Spend Bonanzas In the Year to Date

Some broadcast and cable networks devoted to the interests of Hispanics and African Americans are also showing considerable strength as are newspapers and in the digital realm social media video and radio That39s according to data from Standard Media Index SMI that runs through the end of the first quarterAn analysis of the broadcast year to date October 2015 through March 2016 shows that five of the top six broadcast networks are all enjoying positive adspend growth On average the six are up 11 over the 201415 broadcast year resultsThe only broadcast network in the group that witnessed a decline in the yeartodate analysis is NBC but its monthly results had moved into positive territory by March 2016 compared with the same month in 3915The strongest among the big six are CBS and Fox which are both up doubledigit percentage points Univision and Telemundo are up high single digits However the Hispanic nets closed out the first quarter with a bigger bang In March their percentage gains were roughly double what they were for the year to dateThe scatter market had much to do with the positive vibes as advertisers made up for lackluster spending during the Upfront last year In a Q1 breakout the broadcast networks drew in 34 more scatter dollars on average than they did during the Q1 2015 periodThe gains come despite sobering news on the ratings front for broadcast networks According to an analysis of younger demos by Vulturecom about 85 of the 80 nonsports programs that returned from the previous broadcast year have been hit with viewership declinesOnly eight of the top 20 cable networks achieved revenue gains in SMI39s yeartodate numbersamp160 One of the standouts among them is African American focused BET whose results for the first quarter were also nearly double what they were over the yeartodate period Both percentages are doubledigit gainsESPN HGTV and the Freeform Network formerly known as ABC Family also exhibited doubledigitpercentage gains in the cable category for the year to dateIt39s noteworthy that Adult Swim amp160which like Freeform includes young adults in its target demos showed improvements as the year has progressed It posted high singledigit gains for the first quarter In comparison its yeartodate percentage is close to flatOn the flip side some of the cable network sector39s most iconic brands posted sobering adspend declines in the year to dateamp160 Among them are TNT MTV Comedy Central and HistoryMoving on to legacy media there39s reason for some sectors to celebrate in the Q1 periodDigital newspapers rose 12Outofhome rose 9Traditional radio39s results climbed to 6 in the first quarter That39s certainly good news for a sector that has been challenged in recent yearsInternet radio towered above legacy radio in percentage growth The sector which includes services like Pandora and Spotify grew nearly 50 in the first quarterOther digital sectors had strong stories to tellPureplay video such as YouTube was up 35 growth in the first quarterSocial sites like Facebook and Instagram collectively posted 58 growth in the first quarterTV network sites showed lower gains but more consistency amp160up 13 for the first quarterThe popularity of programmatic buying and selling platforms also was exhibited in the ad networkad exchange category It grew 27 in the first quarterThe large number of revenue gains suggests that a wide swath of media sellers are in strong positions as the Upfront and NewFront season continuesThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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Striking Ad Spend Bonanzas In the Year to Date

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James Fennessy

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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James Fennessy

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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