August TV Ad Revenue In 11% Olympic Dive: SMI

Total Spending Up 2% Thus Far in 2013; Cable Ahead 6% 9/20/2013 2:47 PM Eastern


Spending on TV advertising is up 2% this year despite an 11% drop in August, compared to a year ago when NBC broadcast the Summer Olympics.

Ad spending on national cable networks improved 12% in August, according to research company Standard Media Index, and 6% through that month.

While NBC was down 69% in ad revenue in August, according to research company Standard Media Index, the other broadcast networks showed healthy double-digit gains with their summer programming.

Spanish-language broadcast networks also registered big gains in August, with Univision growing 23%, Telemundo 21% and UniMas the former TeleFutura, 44%.

Overall, broadcast networks were down 29% in August.

For the year to date, broadcast TV slipped 1% in ad revenue. CBS is up 20% and ABC 11%, while Fox is flat and NBC off 32%, largely due to the comparison to last year’s London Olympics.

Nickelodeon, which is pulling out of ratings plunge that hurt revenues and earnings at parent company Viacom, registered a 42% increase in ad revenues in August. So far this year, Nick is up 1%.

ESPN has had the most ad revenue among cable network so far this year, riding a 19% jump in August. So far this year, ESPN’s ad revenues are up 1% despite a 32% ratings decline in the second quarter. Ad revenues for the No. 2 network TNT were down 3% in August, but are up 12% this year.

Other big gainers in August included AMC, up 64%; MTV, up 76%; Discovery, up 38%;  History up 29%; A&E up 29%; HGTV, up 26% and Food Network up 24%. Bravo and Comedy Central ad revenues were down last month.

Through August, cable's big gainers include AMC, Lifetime, History and BET. The only top-20 cable network down for the year is Bravo, which is off 9%.

Syndication ad revenues were up 6% in August and have shown a 1% gain so far this year.

Spot TV was down 26% in August compared to 2012’s election bonanza, and is down 2% so far this year. Local spending on stations and MSOs is down 15%, but up 7% for the year.

Spending on digital advertising grew 16% in August and 21% so far this year. Spending on digital video rose  56% for the month.
SMI’s data comes directly from media buying agency spending records representing about 60% of the market. Included in the data is media spending by Vivaki, Mediabrands, Aegis Media and Havas Media.

Want to read more stories like this?
Get our Free Newsletter Here!

VR 20/20

The Times Center, New York, NY