Results do not include mobile and online video advertising, the media research company says.
TV ad spending was down 3% -- with broadcast network TV faring the best of all TV platforms, down 1% for the quarter versus the same period the year before. Kantar says this was due to one less weekend of NFL games. Without this, broadcast network TV would have been 3% to 4% higher.
Spot TV sank 5% due to unfavorable comparisons to year-ago spending, which witnessed high political spending. National cable TV lost 4.2% from spending cuts by consumer package-goods advertisers, a segment that accounts for about one-fifth of cable ad dollars.
Paid search climbed 3.7% from big gains in travel, media and auto dealer spending. Online display declined 12.2%, with financial service, telecommunications and insurance spending sharply lower.
This result “may be a reflection of audiences moving to mobile platforms,” says Kantar Media.
Radio spending was up 5.1%, with local radio nearly 13% higher, coming from higher spending of auto dealers, restaurants and telecommunications companies.
Outdoor advertising climbed 4% with cinema advertising down 16%. Magazines sank 7.1% and newspapers lost nearly 12%
Overall, ad spending for the ten largest categories declined 3.4% in the third quarter of 2015 to $19.4 billion.