• by Wayne Friedman , November 18, 2015

Standard Media Index, which tallies 80% of national media spending from U.S. media agencies, shows that broadcast gained 12% in revenue during October with a 9% hike for cable TV networks.

Much of the improvement can be attributed to a stronger NFL TV season at virtually all NFL TV networks.

SMI notes that national TV revenue booked from the summer’s upfront market improved 11%, while broadcast networks gained 10%, and cable was 12% higher. While broadcast benefited from a sharply higher near-term scatter market revenue -- up a big 19% higher -- cable scatter revenues during the month were flat.

Though TV C3 ratings -- the average commercial ratings plus three days of time-shifting -- continue to be weak, SMI notes advertising sales have made up for those gains.

Total TV advertising bookings -- national, TV station local and local cable -- was up 10% in October. SMI notes overall TV is still down 3% in revenues looking at calendar year to date.

Local TV station advertising gained 5% with local cable sales sharply higher by 18%. Syndication was TV's only weak spot -- down 8% during the month.

Digital media spending continues to soar, up 34% over October of a year ago. Social media was the star performer here, more than doubled its October 2014 take, adding 129%. Video was the next big digital category, growing 70%.

Other categories in the positive territory: Out of home, adding on 19% and newspapers growing 6%. On the losing end, radio was off 11% with magazines slipping 1%.