Cable TV, Digital Record Biggest Media Spend

by , Dec 20, 2013, 10:47 AM
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November witnessed a 4% hike in overall media spending, with cable TV and digital the strongest categories.

The Standard Media Index says cable TV had an 11% hike, with digital media rising 13%. Both areas are two of the leading media categories -- cable TV commands a 25.9% share and digital 25.2%.

Through 11 months of 2013, SMI estimates that media spending has gained 7%, with digital rising 18% and cable TV up 7% over the same time period of a year ago.

Television overall is up 3% for that period, with broadcast TV and spot TV flat and syndication gaining 4%. Local cable advertising spending has grown 3%.

For the year so far, SMI analysis reveals that cable TV has taken money from broadcast TV. Automotive spending on cable is up 7.5%, with broadcast down 9.5%. Non-alcoholic beverages grew 8.8% on cable and declined 24.1% on broadcast. Toy and video games were 8.8% higher on cable and declined 11.3% on broadcast.

Looking at specific areas of digital media for the year-to-date, mobile has gained 47% and digital video has grown 46%. Display is up 18%, with search gaining 7%. The only area that has declined -- email and lead generation -- dropped 25% for the January through November period versus that of a year ago.

Certain categories improved with digital against TV: clothing was up 22.2% in digital and down 7.5% for TV. Non-alcoholic beverages were up 16.9% for digital and down 11% on TV. Travel added on 12.7% for digital, with TV off 11.4% in the category.

Newspapers' ad spend is up 3% for the year so far and magazines are 9% higher. Radio has gained 2%.

SMI culls media spending data from U.S. media agencies, including Publicis, IPG Mediabrands, Aegis Media and Havas Media representing 60% of all U.S. media billings.

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