Television’s somewhat surprising ability to claw back advertising dollars appears to be weakening.
Over the past year, TV advertising has been stronger than expected, particularly in the upfront market, in part because of some marketer disappointment with what digital was delivering.
However, in the second quarter, Michael Nathanson, analyst at MoffettNathanson Research, says digital gained share against TV.
Nathanson says that digital advertising jumped 27% in the second quarter, 1.7 percentage points more than the first quarter increase. TV ad growth is 3.1%, 1% point below his forecast. As a result TV lost 3.5 share points to digital.
Digital growth doesn’t necessarily come at the expense of TV, Nathanson notes.