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
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.
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
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.