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State of the Screens

2Q TV Ad Spending Down As Price of Spots Slides

By August 1, 2018No Comments

Overall ad spend was up 5% versus 2017-Q2.

YoY change in ad spend for 2018-Q2:
1)
Digital — ↑ 12%
2)
Out of home — 9%
3)
TV — ↓ 1%
4)
Radio — ↓ 1%
5)
Print —  22%

YoY change for TV spot pricing for 2018-Q2:
1)
$/spot — ↓ 3.4%
2)
# of spots — ↑ 2.5%

Revenue from sports (excluding World Cup) fell 7%.

NBA Finals: Revenue per game was $46M (↑ 10%), but the shorter series dropped total revenue by 10%.

Quote from James Fennessy– CEO @ Standard Media Index:
“The growth in average revenue per-game for the NBA Finals highlights the opportunity for highly-anticipated sports events to drive revenue… By the same token, the declines for the World Cup, without the US in the tournament, illustrates the risk that TV networks take when it comes to punting on expensive sports rights.”

More #1: National Ad Market Expands 5% In Q2: TV, Radio, Print Decline

More #2: Helping Television Get Over The Branded Content Hump

More #3: At TV of Tomorrow Show, The Future of Television is Today

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.