For the past five years there has been a shift of billions of advertising dollars to digital media, sucking that money out of all traditional media including television. Interestingly, television has been less affected percentagewise than the other traditional media.
The National Marketer Advertising Marketplace gained 8% in the first half of the year (January–June), aided by additional revenue from the Winter Olympics and the World Cup. Looking across platforms, digital was the strongest performer this half, growing 14%. That was followed by out-of-home at 9%, linear video at 6%, radio (which remained flat) and print at -21%.
With the media world reliant on data, strong analytics become the key to actionable insights. Hear how Standard Media Index (SMI) does that for TV networks to Wall Street fund managers, and what their Global Chief Executive Officer, James Fennessy, projects for TV and Digital advertising this year. For Episode 16 of Insider InSites, I asked MediaVillage data/research reporter Charlene Weisler to join me in-studio for a conversation with SMI about their process for aggregating spending data from agencies and prognostications for the industry. The transcript below has been edited for clarity and length. Listen to the complete interview here or through our player below. Subscribe to all of our podcast episodes on Apple podcasts, Stitcher and now on iHeartRadio and PodSearch.