Broadcast TV ad spending went into 2015 like a lamb but came out like a lion. New data from Standard Media Index indicates that while broadcast TV ad spending was down 3 percent in 2015, it jumped 13 percent in the fourth quarter, buoyed by a strong scatter market.
Broadcast ad sales
Favorable year-ago comps and a whole bunch of additional NBA playoff games helped lift second-quarter TV ad sales revenue by 6 percent to $18.4 billion. According to a new report from Kantar Media, TV spend accounted for a little more than half (51 percent) of the $35.8 billion that was invested in all U.S. media during the period spanning April 1-June 30.
A solid if slow-moving $19 billion upfront marketplace that segued nicely into a stream of upbeat quarterly numbers has propelled TV media stocks to new heights as darlings of Wall Street.