The sugar rush of last year’s Summer Olympics and political spend has given way to the inevitable crash, as third-quarter advertising expenditures were down significantly from Q3 2012.
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.
Diluted prime-time deliveries and a calendar quirk that moved NCAA Final Four dollars into April contributed to a $317 million decline in first-quarter broadcast TV ad expenditures. According to a new report from Kantar Media, clients in Q1 invested $5.77 billion in network TV time, down 5 percent from $6.09 billion in the year-ago period.
Thanks in large part to an Olympian television marketplace and the deep pockets of Procter & Gamble and General Motors, U.S. advertising expenditures in the third quarter were up 7 percent versus the year-ago period.