Although fewer TV advertising dollars were placed in September, the overall U.S. ad market had an uptick.
Media spending in September rose by 6% versus the same time period a year ago, according
to Standard Media Index, which tracks 80% of all U.S. media spending through national media agency billing systems.
Digital media posted a major gain -- 29% -- with ad spend for newspapers 18%
higher versus September 2014. For the third quarter overall, there was an 9% improvement in the total ad market, according to SMI.
SMI says the start of the TV season in September witnessed a
4% decline year-over-year, with virtually all TV categories showing declines. Cable fell by 5%, while broadcast TV sank 4%, spot TV was down 2%, and syndication dropped 14% in the month. One
improvement was seen in local/MSO cable, which grew 3%. Third-quarter TV spending was flat year-to-year.
In September, broadcast TV advertisers spent more in the scatter market versus a year
ago -- up 3%. But there was a 4% decline in upfront media money. Scatter cable deals declined by 11%, with upfront deals down 4%.
Magazines were down 11% during the month, while radio was off
3% and out-of-home dropped 16%.
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