New York, 18th Oct 2015 – With the fall TV season in full swing and the NFL season starting to build, television ad sales in October catapulted the U.S. ad market to record its best month this year, according to global data company Standard Media Index’s (SMI) latest data released today.
Total ad bookings in the market rose by +15% in October, boosted by robust television ad sales which helped almost all parts of the TV sector grow in the double-digit range and kick off the 2015-16 broadcast year with a bang.
A hefty jump in national TV advertising was responsible for the sector’s growth in the past month. Cable (+9%) and broadcast (+12%) ad revenues rose markedly in a year-over-year comparison thanks to higher upfront pricing, a vibrant scatter market and a strong start to the football season.
In tandem with TV’s positive results, SMI’s data showed digital media (+34%), out of home (+19%) and newspaper (+6%) spending also spiked to round out the month.
“Everyone had a gut feeling that quality original programming, a solid upfront and great football ratings were delivering strong numbers and now we have the results to back this up. The performance of national television is very exciting given the doldrums we were in over the summer. Media owners are justifiably looking forward to a bumper holiday season,” said James Fennessy, SMI’s chief commercial officer.
“While recent C3 ratings continue to be soft, the networks seem to be doing a great job of demonstrating to brands that their C7 performance and well-engaged and targeted audiences more than make up for any shortfalls.”
Interestingly, SMI’s market insights showed that the strong October result is the best performance for broadcast TV since January 2014.
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.