November 20 - 23, 2024
Media Spend Up Across The Board
- by Wayne Friedman , November 25, 2013
October’s growth was 6% higher -- with digital spending up 16% and broadcast TV spending improving 14%, according to SMI, which captures 55% of total agency spend from media agencies Vivaki, IPG Mediabrands, Aegis Media and Havas Media.
Year-to-date, media growth for the year is at 7%, with digital scoring the biggest gains at 18% and magazines second at 11%.
The strong October growth from broadcast TV came from newer, higher-rated new shows this season. CBS, which remained at the top with a 23.4% share, added on 13% in media spend during the month. NBC was up 21%, Fox rose 17%, and ABC improved 7%.
But broadcast TV is flat looking at its year-to-date spending through October. SMI says cable continues to take business away. For example, there was 8.7% growth on cable, and a 10.6% decline on broadcast in the automotive category. Also for non-alcoholic beverages, cable added 8.6%, with broadcast down 22.5%. The beauty and grooming category was up 9.9% for cable, yet declined 5% on broadcast.
In October, cable only grew 4%, but maintained the leading share of all TV platforms at 25.7% to broadcast’s 24%. Cable is up 6% year-to-date through October. SMI says ESPN showed a 17% decline in October, resulting from a steep drop in automotive spending -- 36%.
By contrast, AMC continued to gain advertising thanks to its growing stable of shows -- up 71% for the month, primarily due to the Season Four premiere of “The Walking Dead.” Bravo added 31%; A&E, 28%, and USA Network, 27%.
Digital was at 25.9% share in October -- second to overall TV, which clocked in at a 60.2% number. Digital showed increased spending across a number of categories versus TV -- including automotive, which was up 18.9% to TV's decline of 1.7%. Clothing/fashion grew 17.9% for digital, with TV down 10.2%, and retail grew 27.9% for digital, with TV down 7.7%.
Big digital categories include mobile and video growth, which were higher at 75% and 42%, respectively. Google maintained the largest share -- 17.3% year-to-date. Yahoo was at 5.3%; and AOL came in at 3.3%.
Traditional TV network and their digital media platforms saw gains in this area. For example, CBS.com grew 49% in year-over-year automotive spending.
Spot TV was up 9% in October, while syndication was down 4% and local cable was off 18%. Magazines were down 4% (landing at a 5.7% share for the month), radio was off 10% (a 3.7% share), out-of-home sank 28% (a 3% share), and newspapers lost 2% (a 1.4% share).
advertisement advertisement Oct 2013 | CYTD (Jan-Oct 2013) | |||
Media Type | % Share | YOY Growth | % Share | YOY Growth |
Television | 60.2% | 8% | 59.8% | 3% |
Cable TV | 25.7% | 4% | 26.0% | 6% |
Broadcast TV | 24.0% | 14% | 21.3% | 0% |
Spot TV | 7.3% | 9% | 8.1% | 1% |
Syndication | 1.9% | -4% | 2.2% | 3% |
Local/MSO Cable | 1.2% | -18% | 1.8% | 3% |
Digital | 25.9% | 16% | 24.9% | 18% |
Magazines | 5.7% | -4% | 5.8% | 11% |
Radio | 3.7% | -10% | 4.4% | 3% |
Out of Home | 3.0% | -28% | 3.6% | 5% |
Newspapers | 1.4% | -2% | 1.5% | 4% |
Grand Total | 100% | 6% | 100% | 7% |
