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Television > Spot

As Digital Ads Become More Expensive, How Can They Be Improved?

March 29, 2017

Marketing budgets have been pouring into digital media in recent years as advertisers try to maintain pace with consumers' new behaviors. But digital advertising has seen its share of problems, from viewability to transparency and fraud. Several digital ad formats also frustrate consumers due to their interruptive nature. So how can online ads be improved? Adobe Digital Insights (ADI) asked consumers that very question in its recent Digital Advertising Report. Read more »

Media Inflation Estimates for 2016

January 11, 2016

HavasMedia-Media-Inflation-Trends-Jan2016Source: Havas Media [pdf]

    Notes: Newer digital media channels are expected to see modest price inflation this year, with CPM growth dampened due to a continued abundance of supply, according to a recent report from Havas Media, which projects a 1% increase for both online video and mobile. Among traditional media, both spot TV (+13%) and spot radio (+3%) are expected to see stronger CPM growth this year due to election year political ad spending. Read more »

    US Ad Spend Trends, by Medium, in Q3 2015

    December 22, 2015

    KantarMedia-US-Ad-Spend-Trends-in-Q3-Dec2015Source: Kantar Media

      Notes: Advertiser spending on the media platforms tracked by Kantar Media declined by 3.9% in Q3, the same rate of decline as seen in Q2, as 16 of the 22 measured media types monitored saw a dip in spending year-over-year. Among traditional media, radio and outdoor again were the bright spots, while print continued its decline. Kantar provides explanations for several of the results: Read more »

      Top 10 Marketing Charts of the Month – September 2015

      October 8, 2015

      MC-Top-10-Sept-EntryThis month's quick-hit set of top charts includes the following topics: identification with generational traits; American affluents, by generation; youths' traditional TV viewing; trust in digital brands; effective video marketing types; apps' share of mobile time; concentration of mobile app use; US media ad spend forecasts and Q2 results; and important B2B technologies. Read more »

      US Ad Spending Trends in 2014

      March 24, 2015

      Kantar-Ad-Spend-Trends-by-Medium-in-2014-Mar2015After growing by 0.9% in 2013, US advertising expenditures maintained a similar rate of growth of 0.7% in 2014 to reach $141.2 billion, according to the latest figures from Kantar Media. That registers as the 5th consecutive year of gains (which are not adjusted for inflation), though the figure represented a fairly slow rate for a year which featured the World Cup as well as political and Olympic (P&O) spending. Read more »

      US Ad Spend Trends, by Medium, in Q3 2014

      December 29, 2014

      Kantar-Ad-Spend-Trends-in-Q3-Dec2014US ad spending grew by just 0.3% year-over-year in the third quarter to reach $33.7 billion, with year-to-date growth slowing to 2.2%, per the latest quarterly figures from Kantar Media. The analysis notes that the slowing rate of growth in Q3 (relative to the first half of the year) owed primarily to tighter budgets among the top 100 marketers, as opposed to mid-size advertisers, who increased spend by 6-7%. Below, some brief highlights by medium. Read more »

      US Ad Spend Trends, by Medium, in Q2 2014

      September 18, 2014

      Kantar-Ad-Spend-Trends-in-Q2-Sept2014US ad spending inched up by 0.7% year-over-year in the second quarter to reach $35.6 billion, dragging down the growth rate for first-half expenditures to 3.1%, per the latest quarterly figures from Kantar Media. The analysis notes that Olympic advertisers reined in spending by 4% year-over-year during Q2, while those not advertising during the Olympics increased spend by 2%, with the latter considered a more appropriate indicator of core media spending trends. Read more »

      Media Buyers Say Clients’ Primary Focus Remains Spot TV

      September 2, 2014

      STRATA-Media-Buying-Areas-of-Interest-in-Q2-Sept2014Source: STRATA

        Notes: A majority of media buying agencies surveyed in Q2 said their clients are most interested in spot and cable TV, with interest in spot TV the highest in 22 quarters of the survey. Compared to last year, a higher share of agencies surveyed also point to spot TV as a primary medium of interest, while fewer cite the internet and digital media. Those trends run in opposition to the trajectory of US ad spending in Q2, though they may be related to political ad spending. Read more »

        What’s the State of TV Viewing and Advertising in the US?

        August 12, 2014

        TVinContextEntryThe ways by which Americans watch TV are changing and the evolution of TV is a topic of considerable debate, driven by TV's dominant stature as an advertising medium. A new MarketingCharts Debrief, "TV in Context: Viewing Trends, Ad Spending, and Purchase Influence" [download page] examines the current state of TV in the US, placing¬†Americans' traditional TV viewing trends¬†and marketers' spending on TV ads in the context of the broader undercurrents shaping the TV industry. Read more »

        US Ad Spending in 2013: Trends by Medium, Advertiser Size

        March 26, 2014

        KantarMedia-US-Ad-Spend-Trends-by-Advertiser-Size-in-2013-Mar2014After growing by 3% in 2012, US advertising outlays inched up by 0.9% year-over-year in 2013 to reach $140.2 billion, according to the latest figures from Kantar Media. That registers as the 4th consecutive year of gains (which are not adjusted for inflation) and came in a year devoid of political and Olympic (P&O) spend. The data turns up some interesting trends: Kantar notes in particular that the market was "carried" by the largest advertisers, whose spending increased while the "long-tail" cut back. Read more »