Thursday, June 22, 2017

Ad Spending Rose In May, Radio Flat

Reversing a slight April decline in U.S. advertising spending, May posted a 7% gain over the same month in 2016, according to MediaPost.

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.

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