National TV Ad Spending Dropped 2% in Q4; SMI

By Jon Lafayette
published

Spending on national TV advertising dropped 2% in the fourth quarter, according to new figures from research company Standard Media Index.

Broadcast ad spending was down 2% to $4.8 billion, while cable networks saw a 1.6% fall to $6.8 billion in the quarter, which started slowly but showed improvement in December.

The decline reflects a big drop in upfront commitments made by advertisers. SMI says the value of commercials bought in the upfront fell 7%. Broadcast was down 8% and cable was down 7%.

The networks were able to make up some of that shortfall in scatter. SMI says fourth quarter scatter was up 34% for the broadcasters and 23% for cable networks.

Among the broadcast networks, NBC had the largest share and grew its sales by 3% in the quarter. CBS' sales were up 2%. Telemudo sales were up 5%. Fox ad sale were down 12% in the quarter, Univision was off 6% and ABC dipped 2%, according to SMI.

ESPN, the ad sales leader in cable,  was up 3%. AMC Networks registered a 28% gain, while Viacom's collection of channels was up 2%.

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Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.