Standard Media Index says the market was flat in the fourth quarter of 2014 versus the same period in 2013. Only digital media spending witnessed a rise, up 15% versus the same time period a year ago to $7.6 billion.
More traditional TV media moved in the other direction. National broadcast TV spending was down 2% to $4.8 billion, and cable TV gave up 1.6% to $6.8 billion during the period.
Specifically, NBC was up 3% -- now with 27% share of advertising dollars -- while CBS grew 2%. NBCUniversal’s Hispanic network Telemundo had the best growth of broadcast networks -- 5%. Heading in the other direction in Q4, Fox declined 12%; Univision was off 6%; and ABC lost 2%.
In cable, ESPN grew 3%; NFL Networks climbed 61%; AMC Networks, added 28%; and Viacom was up 2%.
Although the market was flat in the last three months of the year, 2014 overall witnessed a 6% hike due to digital media such as mobile, video and programmatic revenues. For the year, cable TV spending grew 5.1% to $26.4 billion; digital spending (without search) was up 19.9% to $24.4 billion; and national broadcast climbed 4.1% to $16.5 billion.
SMI notes that without the Olympics, broadcast would have been down by 2% for the full year. In 2013, broadcast only grew 1.5% over 2012.
Looking at specific digital gains in the fourth quarter, programmatic was up 71%; mobile, 17%; display, 12%; search, 12%; and video added 11%· Also, NBC.com was up a big 104% and ESPN 70% in digital ad dollars during the period.
Print witnessed lower results: magazines were down 8% and newspapers dropped 3% in the past quarter.
SMI data come from 80% of total U.S. agency spending exclusively from the booking systems of five of the six global media holding groups, as well as leading independents. It reports monthly on actual spend data.