New York, 21st May 2015 – The U.S ad market remained relatively flat in April despite being boosted by intensifying digital media revenues across programmatic, social media and video sites. Standard Media Index (SMI) said the total market rose by +1% both for the month and also for the calendar year-to-date, according to its latest report out today.
Despite every other sector slowing or showing little movement for the month, digital ad bookings jumped by a healthy +21% on a year-on-year basis.
While SMI recorded declines for the television sector (-6%) in April, ad revenues for spot TV and local/MSO stations attracted healthy single-digit gains.
“SMI’s data reinforces what most commentators are saying, which is that traditional media continues to remain soft as brands expand their investment in digital. We see large traditional TV advertisers, like retail and financial services, move significant dollars into digital at the expense of their television spend. The encouraging news for content owners and creators is that a lot of this money is finding its way into digital video as advertisers look to align their brands with premium content,” said James Fennessy, SMI’s chief commercial officer.
SMI’s category data showed that TV’s largest advertisers shifted dollars away from the sector and invested heavily in digital media in April. Traditional TV advertisers food, dairy and produce (-14%), retail (-12%) and financial services (-4%) all pulled back on TV spending but recorded double-digit growth in digital.
SMI captures 80% of total U.S. agency spend exclusively from the booking systems of five of the six global media holding groups, as well as leading independents. It reports monthly on actual spend data and is the clearest picture of the flow of dollars across the sector.