Advertiser spending on the media platforms tracked by Kantar Media declined by 3.9% in Q3, the same rate of decline as seen in Q2, as 16 of the 22 measured media types monitored saw a dip in spending year-over-year. Among traditional media, radio and outdoor again were the bright spots, while print continued its decline. Kantar provides explanations for several of the results:
- Network TV’s 1% decline can be attributed to one less weekend of NFL games in September compared with last year, without which spending would have increased by 3-4%;
- Cable TV’s dip was due in part to decreasing spending from CPG brands, while spot TV’s drop was the result of the absence of election advertising;
- The decline in online display expenditures (to PCs and tablets only) was in part the result of less page traffic, which Kantar Media notes may be due to a move to mobile.
Source: Kantar Media