Ad Spending Grows, as TV Is the Only Sector to Post Third-Quarter Gains

Dec 22, 2014  •  Post A Comment

Spending on advertising in the U.S. posted year-to-year gains in the third quarter, with TV the only sector in a new analysis by Kantar Media to show growth, TVNewsCheck reports.

According to the data released today, spot TV rose 5.2% in the quarter, with political spending the primary contributor, the story reports. Television ad spending overall rose 6.5% in the quarter.

“Spanish-language TV rose 23.7% and was fueled by the final two weeks of the World Cup tournament in July,” the story reports. “Spending on cable TV networks was up 7.9% in the period with roughly one-third of the gain attributable to increased commercial time.”

Gains in spot TV and the Spanish and cable segments — collectively estimated at $700 million higher than a year ago — offset softer results in network TV, which was up 0.2%, and national syndication, up 1.6%, according to Kantar.

“Total U.S. advertising expenditures increased 0.3% in the third quarter of 2014 to $33.7 billion. During the first nine months of 2014, ad spending grew 2.2%,” TVNewsCheck adds.

Internet display spending slipped 1.7% in the third quarter, with the report attributing the loss to fewer page views by desktop computer users, resulting in fewer ad impressions. The analysis does not cover Mobile Internet display spending.

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