In November 2016, the overall TV market was down -2.4% YoY. Broadcast spend declined -10.6%while Cable grew +6.3% YoY. However, when you exclude Football the national TV market is up +5.3%, highlighting how much the national pastime and live sports influences the TV industry. Similarly to the overall market, if you compare the November 2016 TV market to November 2014, you see a +8.4% two-year growth, even broadcast is up +5.2% for the two-year period. The extremely high spend from 2015 gives an unfair picture of how the November 2016 television market did.
“November was a fascinating one for the sector with a lot of moving parts. The final days of election coverage, a challenging football season, and a revitalized retail sector all contributed to the market delivering a modest gain,” said James Fennessy, CEO of Standard Media Index. Poor football ratings earlier in the season, combined with fewer games this month, finally caught up with the major broadcasters whose revenue dropped more than 10% in November as they were forced to give inventory back to advertisers. Without sport the major networks were slightly up as major retailers moved big money back into TV after some questionable experimentation with digital last holiday season.”