Saturday, December 7, 2024

Nat'l Advertising Tanks For TV


In a recent three-month period, six top networks' national linear TV advertising -- broadcast and cable -- is down 13% to $5.9 billion, according to estimates from EDO Ad EnGage.

For the period from September 7-December 5, total advertising airings are down 6% to 243,760.

MediaPost reports NBC, CBS and Fox are posting the strongest results -- at $1.41 billion, $1.36 billion, and $1.26 billion, respectively. All these totals are down around 10% to 15%.

ABC is at $1.04 billion -- down 25% from a year ago. It has had significant declines in airings to now total 37,830, down from 49,290.

For NFL programming, ABC is airing 14 simulcasts with ESPN (including two playoff games) and three games exclusively on ABC. There are more simulcasts with ESPN this season.

Two big cable TV networks are virtually at the same advertising revenue levels as a year ago. ESPN at $563 million (versus $574 million a year ago), Fox News Channel at $295 million (versus $296 million).

Geico and Progressive Insurance remain top advertisers on networks -- with Geico at $41 million (Fox), $35.9 million (NBC), and $29.8 million (CBS). Progressive is at $29.7 million (NBC), $26.5 million (Fox), and $22.8 million (CBS).

Fox scored $142.8 million from all automotive/home insurance brands, while NBC did best with non-luxury car brands at $137.5 million and CBS came in at $123.2 million from auto/home insurance; and ABC, $72.7 million from auto/home insurance.

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