US Ad Spend Trends, by Medium, in Q2 2015

September 21, 2015

KantarMedia-US-Ad-Spend-Trends-in-Q2-Sept2015Source: Kantar Media

    Notes: Advertiser spending on the media platforms tracked by Kantar Media declined by 3.9% in Q2, a similar result to Q1, as 15 of the 22 measured media types monitored saw lower spending. Among traditional media, radio and out-of-home had relatively strong quarters, while print continued its decline. Kantar provides explanations for several of the results:

    • Network TV’s 1% growth can be attributed at least in part to “deflated” spending levels during the year-earlier period – as the Winter Olympics had drawn budgets to Q1 – such that normalized spending on network TV was in fact down slightly year-over-year;
    • Broadcast and cable TV networks offset some of the decline in ad spending by increasing ad loads (by 2.8% and 4.6% more minutes, respectively);
    • About half of the sizable decline in ad spend on Spanish-language TV was due to comparisons with Q2 2014’s World Cup spending, such that normalized spending was down by around 10%;
    • Online display’s drop in spending (PC only) was partly the result of lower CPMs and reduced page traffic;
    • The marked drop in ad spending on Sunday Magazines (of 41.9%) was due in large part to the closing of USA Weekend in late 2014; and
    • While consumer magazine spend declined by 5.5%, the drop would have been larger save for considerable spending increases in top categories including Food, Pharmaceuticals and Travel and Tourism.

    Related: Advertising Channels With the Largest Purchase Influence on Consumers

      About the Data: Kantar’s full explanation of its methodology can be found at the link above.

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