Inside Ad Spend – July 2017August 28th 2017
Welcome to Inside Ad Spend – SMI’s monthly look at what’s happening around the ad market, giving you key stats you need to know. This month, we look back at July 2017 and how the overall ad industry performed. If you missed our Q2 addition it’s not too late to check-it out here.
Across the Ad Industry
The total advertising market was up +12% compared to July 2016. Much of this increase comes from strong gains in Digital, and a surge in Radio and Cable Sports. Radio saw a +22% YoY increase partially thanks to a 50% increase from Telecommunications, and a Auto +41% increase from the Auto industry. This is an area we’ll be watching closely as we head into the end of the year. Newspapers and Magazines continue to decline with -16% and -6% decline respectively.
Thanks to Sports, Cable TV Was on Top in July
Most of the growth in Cable stems from a nearly 30% increase in spend around sports programming. Changes to programming across the genre i.e. four more days of Wimbledon in July 2017 than in July 2016, the addition of the X Games to July (which aired in June in 2016) and a bump to ESPN’s sports based talk shows, all contributed to such a large surge.
Digital Advertising Spend Sees Ramp Up
The Digital sector grew +19% in July 2017, putting any talk of a digital slow down on the backburner for now. Specifically, Social grew +34%, Search grew +21%, and Video grew +12%. The Video sector is split however, with Premium Video seeing more of the growth. For example, Hulu grew +37% in July while YouTube continues to struggle with confidence from larger brands, and saw a -15% decrease. TV Network-Digital also saw an increase with +11% more spend in July 2017, than in 2016.
For more on what happened across the ad industry in July 2017 check out our July Report or get in touch for a demo and additional sample data points.
Data to Drive Sales Strategies: New Product Category Ad Spend Data in Australia and New Zealand
As the advertising industry evolves, we’ve realized that there is still more that can be done to shed light on what’s happening in the advertising industry. And clearly, the next area of the advertising market requiring improvement is that of Product Category advertising expenditure.
Introducing Predictive Ad Earnings Forecasts for FB and GOOGL
We’re extremely excited to share our new Ad Earnings Model with everyone. In short, it’s a new, predictive data point that helps investors understand the fundamental performance of key media companies, such as Google and Facebook, to assess near and long-term potential upside.
NFL Sees +2% YoY Growth in Ad Revenue Across Televised Games in September
In September 2017, compared to September 2016, advertising spend across games on television networks increased by +2% - from $504M to $513M. This reflects in-game advertising, and does not include any revenue from pre - or post-game shows. Across all televised NFL games, commercial load grew by +2%. Meaning if a viewer watched every nationally aired football game, they saw around 15 more minutes of commercials than in Sept. 2016.