July was a significant month for the advertising industry with a 3.2% increase in national TV ad dollars, bringing the total to $2.46 billion. The market survey was conducted by Standard Media Index and was based on data from 70% of national media agency billings. Cable networks showed the strongest results with growth of 5.6%, with broadcast networks up 1%. “Cable news networks benefited from higher ratings as a result of strong interest in the presidential election race.”
Live sports continued to benefit broadcast networks; NBC saw a ratings increase as a result of pre-Olympic programming and CBS attracted viewers by airing a major golf tournament. Last year, upfront deals were set in a weak marketplace and saw a 3% decline but SMI says total U.S. ad spending regained that 3% this July.
This increase in TV ad spending means advertisers have confidence in the platform’s ability to deliver results, a great reason to get a DRTV media campaign started.
To learn more, read the MediaPost article here.