Standard Media Index (SMI) says growth of 74% in January helped to lift overall broadcast TV spending 9%, when including upfront and scatter dollars placed during the month.
SMI says broadcast benefited from high-rated NFL programming, including CBS’s AFC Championship game -- as well as Fox’s returning “X-Files” series.
Upfront dollars rose 1% during the month on broadcast. Upfront spending on TV networks can represent around 75% of all TV advertising media spend.
Cable TV networks did not fare as well -- declining 3% overall, down 1% in upfront dollars, and 12% in scatter spending. SMI says cable networks are struggling as a result of overall softness in ratings.
Cable TV was not alone. Local TV station spot spending was down 7%, with local cable off 8% and national TV syndication losing 3%. Total television spending inched in 1% in January.
Digital spending grew 16% in the period -- highlighted by strong gains in social (56%); digital video (39%); Internet radio (29%); and ad networks/exchanges (28%). Content/search advertising only gained 1%.
Digital’s gains come at the expense of older analog media. Magazines were down 2% and newspapers lost 17%, with radio going backwards 16%. Out-of-home advertising was up 11%.
SMI says the overall advertising market in January was up 4%. SMI culls data from bookings of 80% of total spending at national U.S. media agencies -- five of the six major media holding companies as well as independent agencies.