Ad Market Sees Uptick, Digital Rises 11%

The U.S. advertising market grew 3.8% in the second quarter of this year — largely due to an 11% gain in digital media.

Standard Media Index says this followed a 2.8% increase in the first quarter.

National TV brought down the overall results. In the second quarter, national TV advertising revenue was virtually flat — down 0.8%. This followed a weak 0.8% gain in the first quarter.

These current results came amid higher-than-expected upfront advertising revenue commitments for next year’s TV season, starting in September. Upfront revenue growth is estimated at 4% to 6%.

Digital media’s 11% gain saw improvement from a relatively weaker 6% increase in the first quarter. Second-quarter results showed soaring 55% gains in its social-media category, with premium video (virtually all TV network-content) also strong, at 30% higher. In this video category, premium video site Hulu climbed 11%.

By way of comparison, non-premium video — including YouTube and Facebook video advertising results — sank an eye-opening 15%. Both Google’s YouTube and Facebook have had brand safety concerns, along with some measurement issues.

Magazine and newspapers showed more big declines — down 16% and 20%, respectively. Radio was off 4%, and out-of-home lost 1%.
more detail at:  https://www.mediapost.com/publications/article/304705/ad-market-sees-uptick-digital-rises-11.html

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