Broadcast Nets See More Scatter Activity, But Overall Media Ad Dollars Up

Broadcast TV networks in August, for the most part, continued to see TV marketers placing more effort around buying TV inventory closer to airtime -- in the scatter market -- versus with upfront buys.

When it came to scatter buys placed for the month, broadcast witnessed a 16% improvement, with cable networks registering flat volume in scatter year-to-year, per Standard Media Index, which culls data from the booking systems of five of six media agencies, totaling 80% of all U.S. national advertising spending.

Upfront dollars -- commitments made back in the summer 2014 -- showed 12% less volume for broadcast TV networks. Cable TV was 4% higher in business versus August 2014.

Generally, this higher scatter/lower upfront business has been a trend for broadcast, and some other networks, over the most recent months.



For August, total broadcast TV networks’ media business was down 6% on a year-to-year basis in the month, with cable TV networks up slightly by 3%.

TV was up overall in August, 3%. Spot TV gained 17%; syndication dropped 2%; and local cable picked 11%.

The best-performing networks included Hispanic broadcast networks, as well as double-digit volume gains for cable networks TNT, TBS, Food Network and AMC Networks. HGTV also scored well.

Overall advertising dollars -- for all media -- gained 11% in August versus the same month a year before. Digital media again was a big factor.

Digital media continued its strong upward trend -- gaining 21% versus the same month a year ago. Looking specifically at different digital media: social media, soared 87%; video sites, up 33%; and Internet radio, 26% higher.

Traditional out-of-home media climbed 41%; newspapers gained 11% (thanks to better back-to-school marketing business); and radio picked up 9%. Magazines sank 10%.

3 comments about "Broadcast Nets See More Scatter Activity, But Overall Media Ad Dollars Up".
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  1. Ed Papazian from Media Dynamics Inc, September 18, 2015 at 3:22 p.m.

    So the sellers, manily the broadcasters, were right to withold a larger share of ther GRPs for the scatter market. That's not the first time this has happened. Does this imply that the upfront is heading for extinction---probably not.

  2. Ed Papazian from Media Dynamics Inc, September 18, 2015 at 3:30 p.m.

    Make that "mainly" not "manily", above. Typos, typos, ---sigh!

  3. Robert Dahill from GaleForce Digital, September 21, 2015 at 9:59 a.m.

    Therefore will overall broacast and cable spending be equal to or above CY 2014? If you're a sales manager will you make your 4Q'15 budget based on the current spending trends?     

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