National TV Ad Dollars Dip, Digital Rises

Although double-digit-percentage TV scatter revenue gains in April helped counteract major declines in upfront dollars placed, total national TV dollars placed on TV networks declined for the month.

Cable TV networks were down 7%, with broadcast networks off 8%, according to Standard Media Index, which tabulates media billings directly from five of the six largest media agencies, representing 80% of the market.

Broadcast networks witnessed an 18% gain in scatter revenue -- but a 12% decline in upfront money placed in April, while cable improved 5% in scatter -- but was down 9% in upfront dollars.

SMI says total upfront revenue placed for April was off 11%, with total scatter gaining 10%. Other TV results witnessed national spot up 2%; syndication down 7%; and local cable advertising dollars 5% higher.

Digital media continued to surge -- gaining 21% in the month -- with pure-play digital video up 44%, social media 70% higher, and ad networks gaining 35%. Two lower-performing digital areas were 'TV network, digital' and 'pure play content/search,' each up 3%.

Out-of-home media gained 7% and magazines lost 4%. Radio sank 12%, with newspapers inching up 1%.

Overall, media dollars inched up 1% during the month.



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