TV is the largest ad spending medium in the US, and its growth rates have been holding steady for some time, according to MarketingCharts analysis of figures both provided and publicly released by Kantar Media. What’s more, TV ad spending increases continue despite the medium reaching a plateau in audience numbers. This article examines: TV ad spending increases in relation to audience figures; TV’s influence as an advertising medium; the TV segments that are growing most rapidly; and projected TV ad spending growth rates through 2017.
Note: The Kantar Media figures provided below (unless noted) were tabulated on a consistent like-for-like basis that controls for changes in monitoring coverage. Figures are therefore directly comparable across every time period.
TV ad spending growth continues to exceed the ad industry average, at least according to Kantar Media figures. After posting above-average growth rates during the second half of 2011 and throughout 2012 – marked by a buoyant 15.3% increase in Q3 2012 that was fueled by political and Olympic dollars –TV ad spend growth was healthy in the first half of this year, at 3.3% (compared to 2% increase for the advertising market overall). That 3.3% increase was fueled by a 6.4% bump in Q2, partly a result of NCAA Final Four basketball games being counted during the second quarter, and partly a result of dampened Q2 2012 spend. Read the rest at MarketingCharts.