Doldrums: Broadcast Ad Sales Growth Slows in July


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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