Digital media returned to its strong double-digit percentage gains -- up 16%, according to Standard Media Index. Big gainers here were social media up 59%; mobile ad networks 20% higher, search 18% more and content advertising, 15% higher.
Total TV spend grew 7% in the month. National TV improved 2% -- with broadcast up 1% and cable adding 2%. Spot TV buying tacked on a big 21% hike and syndication added 12%. TV networks’ digital advertising business grew 15%.
Other media showed weakness: magazines down 21%; newspapers, 23% lower; radio flat; and out-of-home off 5%.
May’s overall 7% gain was a sharp improvement from the month before, which had an 1% decline in U.S. ad spending in April -- with digital media up 3% and all television ad spending flat.