Doldrums: Broadcast Ad Sales Growth Slows in July
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Media bosses during the most recent earnings season raved about the strength of the scatter market, but the July ad sales figures suggest that the once-torrid broadcast market may be cooling down.
According to Standard Media Index’s newly-released full-market national TV data, July ad revenue among the Big Four broadcast networks improved by just 0.7%, or $5 million more than the year-ago tally, to $722 million. That slight growth was primarily a function of increased morning spend, while prime-time sales fell 11.4% to $411.8 million.
SMI aggregates its data directly from the billing systems of a group of media agencies that accounts for 70% of all U.S. ad spending. Scatter comprises the commercial time bought relatively close to airing, as opposed to inventory reserved well ahead during the TV industry’s annual upfront market.
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