Scatter TV Share Improves, Weak Ad Market Remains
- by Wayne Friedman , December 16, 2014
The
scatter TV market continues to be the focus of this year’s 2014-2015 TV season advertising market — all in the wake of a weak upfront ad market set this past summer. For November, scatter media money for broadcast TV networks is up 40% over the same time period a year ago — representing a 16% share of all that month's TV broadcast network dollars, up from a 12% share in November 2013.
Scatter money for cable networks is 33% higher — a 20% share for November versus a 15% share for the November 2013 TV money placed on cable networks.
This data comes from Standard Media Index, a company compiling actual TV and media-buying data from media agencies representing 75% of the market.
For all U.S. media dollars placed, overall broadcast commanded a 24% share in November — up 3% over a year ago. Cable is at a 23% share, down 4%, while spot broadcast TV is at a 7% share, off 7%. Local cable is at a 2% share, 7% higher; and syndication is at a 2% share, falling 24%.
Television's total share is 58% for November, down 2%.
For the 2014-2015 TV season, upfront revenue projections are that broadcast networks took 7.7% fewer dollars to $8.45 billion from the $9.15 billion level in 2013, according to Media Dynamics. Cable TV upfront revenues slipped 4.7% to $9.68 billion from $10.16 billion.
Many networks — broadcast and cable — withheld upfront inventory the the scatter markets in the hope of getting higher pricing.
Digital continues to be a big growth story — at a 27% share in November, up 11% from November 2013. Magazines and radio are each at a 4% share, each down 8%; newspapers, at a 4% share, flat versus a year ago; and out-of-home now sits at a 3% share, down 24%.
