Media Growth Up, Cable Leads Drive

by , Aug 21, 2013, 6:14 PM
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Total media growth is now up nearly 10% through the first six months of the year in terms of advertising revenue -- and up 2% in July -- with national cable TV still commanding the highest share and healthy gains.

The Standard Media Index, which culls data from media agencies amounting to an estimated 60% of total agency spend, says national cable networks grew 5% in ad revenues versus the same time period of a year ago. Looking at just the month of July of this year, cable TV networks posted a 16% hike.

At the same time, broadcast TV networks witnessed a 15% decline -- mostly due to the absence of higher national TV advertising dollars from the London Summer Olympics of a year ago.

For the first half of the year, spot TV is 2% higher (an 8.1% share), syndicated TV is flat (a 2.2% share), and local cable 9% is higher (a 1.9% share).

Overall, all of U.S. TV is 4% higher in ad revenues, with a 60.1% for the first half of 2013. SMI also says that overall media spending in July was up 2%.

Digital media continues to drive upward -- adding 13% in July and 23% for the first six months of the year. It commands a 24% share of media -- second only to national TV cable networks, which have a 25.8% share. Broadcast TV has a 21.3% share -- in third place overall from January to July 2013.

Other media show continued strong results for the first six months of the year: magazine revenues grew 15% (a 5.5% share); Radio was 7% improved (a 4.8% share); out-of-home was 12% higher (a 3.8% share); and newspapers grew 15% (a 1.5% share).

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