TV ad spending soared 21% and accounted for nearly two-thirds (63.5%) of all advertising buys processed by the four agency holding companies -- Aegis, Havas, Interpublic and Publicis -- during the fourth quarter. “Digital” spending also continued to soar, expanding 23% during the first quarter, albeit with a big boost from blockbuster-infused traditional media companies’ digital inventory. NBC Universal, for example, broke into the top 10 list of Madison Avenue’s “digital vendors” ranking, thanks to an Olympian 249% surge in its digital advertising revenues during the quarter.
Conversely, a digital supplier -- Google -- continued to expand its share of Madison Avenue's spending during the quarter, ranking as the ad industry's fifth-largest vendor with a 17% share of ad spending.
While “digital” remains a hyper-fragmented, “long-tail” marketplace, Google took 18.5% of Madison Avenue’s digital spending, thanks to a 13% increase during the quarter. The fastest-growing digital supplier is Twitter, which grew 155% and ranked as the fourth-largest digital vendor, with a 2.3% of the digital ad marketplace.
While NBC Universal was the fastest-growing TV supplier (+124% thanks to the Olympics), AMC experienced the most organic growth, experiencing a 64% surge during the first quarter, and a 71% jump in the month of March, when “Walking Dead” aired the last episodes of its season.
Radio (+3%) was the only other major medium to expand during the first quarter, while magazines (-4%), newspapers (-14%) and out-of-home (-17%) declined during the quarter.