Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ad spending"
- The political advertising estimate for 2022 is the highest ever for any political ad cycle, according to AdImpact -- 7% higher than 2020 and two-and-a-half times higher than the 2018 midterm cycle.
- National TV ad spend for Q2 was down 1%, with cable TV nets dipping 1% and broadcast nets 2% lower, while U.S. syndication was up 6%, according to Standard Media Index. In better news, national TV spend is up 13% vs. April-June 2020.
- The streamers' retreat was hardly enough to put a dent in the overall media/entertainment category, though, as spending rose 88% YoY, to $10.9 billion.
- YouTube Q2 ad revenues were up just 4% -- slightly under analysts' expectations, and well below the double-digit gains of previous periods. This comes amidst other digital media hits including the first-ever revenue declines at Meta Platforms.
- "With rising consumer prices, discount store marketers sought the attention of value shoppers. The sector quadrupled investment year-over-year, countering declines across all other retail subcategories."
- The NFL launches NFL+ today, as the NFL posted another TV ad record -- surging 14% to $4.3 billion, according to Standard Media Index. NFL+ is a subscription service that includes live, out-of-market preseason games and local and prime-time regular-season games, playoffs games (phone and tablet only), among other content.
- A downturn in the economy could drive a 9.6% decline in TV advertising this year to $78 billion, MoffettNathanson Research projects. An estimate with no recession projects total TV advertising would rise 6% to $86 billion, from $81 billion in 2021. Digital media is expected to maintain growth -- but with slower gains -- during a coming recession.
- The contraction follows a steady deceleration of the U.S. ad market's expansion coming out of the COVID-19-related ad recession.
- BIA Advisory Services now estimates $167.4 billion for 2022-- $5.9 billion lower than the amount estimated in an earlier report.
- But over half of marketers expect to use cookies as identifiers in two years, and slightly less expect to use email, a study by MMA Global and Boston Consulting Group finds.
- Financial details were not disclosed, but as part of the transaction, SMI CEO James Fennessy will step down and Dreamscape partner Scott Knoll will become CEO.
- Commerce media is forecast to reach about $200 billion in total addressable market by 2024, Criteo CEO Megan Clarken told Beet.tv. Putting that into perspective, she said, search by 2024 will reach about $285 billion, and search had 25 years to get there. That's how fast commerce media is taking off.
- The economic benefits of ad spending would be reduced if it is treated as an investment for tax purposes, according to a report.
- Baird Capital Analysts late Tuesday lowered stock estimates for a majority of Internet companies the group covers to reflect the impact from a possible mild recession.
- Research released from The Advertising Coalition and conducted by IHS Markit on Wednesday finds that advertising generated $7.1 trillion in sales in 2021, and it supported 28.5 million U.S. jobs.
- Legacy TV has seen higher "effective" cost-per-thousand prices for deals in the TV upfront ad markets over the last three TV seasons, according to Standard Media Index -- but with lower total upfront ad spend in key dayparts. The current TV season is now averaging $55,000 for a 30-second commercial unit, down from $59,000 from the previous TV season (2020-2021).
- The Advertiser Perceptions survey, released by the IAB this morning, shows ad execs are most optimistic about CTV due to the deprecation of cookies and mobile IDs.
- When including all media platforms -- local broadcast, local cable/satellite, radio, digital and OTT -- Kantar projects political advertising could total $8.0 billion this year -- up from $7.8 billion in an August 2021 projection.
- The report estimates average time spent per day in 2022 for CTV to be 1 hour/44 minutes, with linear TV at 3 hours/2 minutes, according to eMarketer January 2022 data. The IAB survey says 73% of buyers are expected to shift their media spend from linear TV to support their increase in CTV and OTT ad spend.
- Twitter pulls in around $5 billion in ad spending per year. Who might benefit more directly from these abandoned dollars? TV networks.
- A study released by Apple and conducted by a professor at Columbia Business School looks to change perceptions that have circulated about the impact of Apple's App Tracking Transparency. For instance, Apple argues that its first-party Search Ads business "grew for a variety of reasons unrelated to ATT, and that it does not affect the apps' ability to collect and use first-party data.
- Linear TV networks under the new company including TNT, TBS, CNN and now Discovery Channel, HGTV, Food Network, and Investigation Discovery, now comprise an estimated 49% of company revenue, MoffettNathanson Research says, looking at the companies' combined 2021 financial data.
- Amazon, Target, and Walmart took the most in ad spend from brands, totaling more than $2.3 billion -- but the percentage in the top five categories differed, according to MediaRadar data.
- That's according to an estimate issued by Insider Intelligence, citing the ongoing war. The research firm also predicts a 28% ad-spend drop in Central and Eastern Europe.
- Morgan Stanley's Brian Nowak trimmed the stock price targets for Google, Meta, Pinterest, Twitter, Snap, Criteo and others.
- The remaining ad dollars have gone to digital platforms including YouTube and social media. MoffettNathanson estimates $13 billion was "lost" in TV ad budgets in 2021, and that the total will hit $37 billion in 2025. These results are calculated on TV maintaining its share of nominal U.S. gross domestic product, which it says is 0.38%.
- Publishers using Next-Gen Solutions -- now available for the open web -- must also have adopted Yahoo ConnectID, which enhances audience matching, enabling advertisers to deliver more relevant messaging.
- Advertisers on Facebook and Instagram spread their spending more broadly across the purchase funnel.
- TV ad spend on AVOD platforms is forecast to grow 43% to $11.2 billion from $7.8 billion in 2021. MoffettNathanson expects the largest component of TV advertising -- national cable TV networks -- to remain virtually unchanged, while broadcast networks will slip a bit.
- Teladoc Health (BetterHelp), Capital One, Berkshire Hathaway (Geico), Simplisafe and Comcast led the top 10 podcast spenders for the year.
