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Television > Syndication

Broadcast TV Ad Spend Focused on Black Audiences Surges

October 25, 2016

nielsen-tv-radio-ad-spend-focused-black-audiences-oct2016Research has shown that media ad spending targeted to Black Americans is disproportionately small relative to their share of the US population. A new report from Nielsen [download page] indicates that while this imbalance appears to persist, there's been one medium in which ad spending focused on black audiences has markedly grown: broadcast TV. 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 »

    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 »

    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 »

    US TV Ad Spend and Influence (Updated – Q3 2013 Data)

    December 23, 2013

    KantarMedia-US-TV-Ad-Spend-Growth-Rate-Vs-Average-Q12011-Q32013[Editor's Note: This article has been expanded into a new MarketingCharts Debrief released in August 2014 that offers data-driven insights into the evolving TV industry, examining viewing behavior, ad spending trends, and TV's impact as an advertising medium.] TV is the largest ad spending medium in the US and continues to remain relatively immune to the growth of online advertising. What's more, TV ad spending remains healthy even as the medium appears to have reached a plateau in audience numbers. Read more »

    14% of Americans Are Black. 3% of Major Media Ad Spending is Focused on Them.

    September 30, 2013

    Nielsen-Change-Ad-Spend-Media-Focused-Black-Audiences-Sept2013The Black or African-American population numbered 44.5 million as of July 2012, per recent Census Bureau estimates, translating to roughly 14% of the US population. A new study [download page] from Nielsen finds that despite African-Americans being the largest racial minority in the US (Hispanics are an ethnic minority), advertisers allocated just 3% of the $75 billion they spent last year on TV, magazines, the internet and radio to media focused on Black audiences. Read more »

    US Traditional Media Ad Spend Dynamics in Q1

    June 25, 2013

    Kantar-percent-change-in-measured-ad-spend-Q1-2013-june13US ad spending in all media other than the internet (excluded due to measurement changes) was relatively flat year-over-year in Q1, down by 0.1% overall, per the latest figures from Kantar Media. Some overall trends were to be expected (outdoor advertising showing solid growth, and newspaper continuing to fall), but some were slightly more surprising, with radio spending down and magazine revenues showing a small uptick. Read more »

    US Ad Spending Grew by 3% in 2012

    March 12, 2013

    Kantar-percent-change-in-measured-ad-spend-2012-mar13US ad spending increased by 2% year-over-year in Q4 2012, and by 3% for the full year to reach $139.5 billion, per the latest figures from Kantar Media. The figures may actually underestimate growth, as Kantar's online spending estimates only include display advertising, which the report says declined by 3% for the year. (Given the recent growth trajectory of online ad spending - mainly fueled by search - it's more likely that online ad spending growth was somewhere in the double digits last year.) Read more »