New York, 17th Dec 2015 – The start of the holiday season and a robust TV market delivered a record-breaking month for the U.S ad market in November,according to Standard Media Index’s (SMI) latest data.
The total market grew by more than 23% in a year-on-year comparison in November, driven by dollars flowing into a lively television sector (up 17%) which saw double-digit increases across every part of TV. Cable rose 18% and broadcast jumped by 15% YoY for the month.
Strong network ratings in November propelled TV’s big gains. As the football season continued to gain momentum, 30 million viewers tuned-in to CBS on Thanksgiving Day for the most-watched game of the NFL season and NBC’s Macy’s Thanksgiving Parade broadcast was the fall’s most-watched non-sports telecast.
Late night TV ratings and new programming also continued to fare well with audiences. NBC’s ‘Tonight Show’ delivered the second best monthly ratings average in seven years.
While TV showed no sign of a slowdown following its vibrant start to the broadcast year, growth rates were also significantly higher across the entire advertising market. Digital (37%), out of home (44%), newspapers (22%) and radio (24%) all recorded excellent year-on-year increases.
“Strong consumer spending in the lead up to the holidays coupled with a strengthening TV market, driven by the power of NFL ratings, has delivered the highest monthly advertising spend seen since SMI started tracking agency bookings in 2009. November’s result is a staggering 16% higher than the previous record month, demonstrating the faith major brands have in the ad market to drive brand awareness and sales,” said James Fennessy, SMI’s chief commercial officer.
“All sectors have been swept up by this positive momentum and we expect this trend to continue, particularly if solid TV ratings continue to attract the high pricing that the scatter market is currently commanding.”
SMI’s latest data echoes consumer spending trends in November, which rose solidly as the holiday shopping season got off to a brisk start according to a Commerce Department report.
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.