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.
Prime-time ratings in the 18-49 demo plummeted 17 percent in the first quarter of 2013, marking the sharpest rate of decline for the period since Nielsen began measuring TV deliveries.
Also not helping matters was a shift of March Madness dollars to Q2.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in