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Broadcast, Cable Scatter Volume Down, Digital Video Up

13 Aug, 2014 By: Doug McPherson

NEW YORK – Broadcast and cable networks dropped in scatter volume in 2014’s second quarter, reports Standard Media Index (SMI), a company that compiles actual TV and media-buying data. Broadcast networks sank 7 percent to $457 million and cable networks dropped 4 percent to $860 million, SMI says.

MediaPost News says these declines for broadcast and cable networks for the just-completed upfront TV market were in line with a number of other estimates from TV research and media companies.

SMI also says in 2014’s first quarter, the scatter market for cable networks pulled in $688 million – a 5.7-percent drop from 2013’s first quarter. Broadcast networks saw a 2.6-percent increase to $530 million.

James Fennessy, chief commercial officer of SMI, attributes the first-quarter result for broadcast to NBC’s strong Olympics performance.

The best-performing TV networks for cable or broadcast: Univision, up 18.3 percent, and ESPN, up 14 percent. Fennessy says Univision and ESPN gained from the strong World Cup performance. Scripps was the third best, up 2.6 percent vs. 2Q 2013.

The news for digital video was better with its second-quarter 2014 revenues totaling $720 million – up 13 percent from the same period a year ago. National TV syndication earned $48 million in first-quarter 2014 scatter and $68 million in second-quarter scatter money.

The three best categories in the second-quarter 2014 scatter market were: pharmaceuticals, up 90.6 percent; entertainment, 49.1-percent higher; and food/produce/dairy, with a gain of 24.8 percent. Fennessy says Obamacare drove gains in the pharma marketplace.

Declining categories included: computers/software marketers, down 47.7 percent; consumer electronics, off 43.9 percent; and travel/tourism, down 21.9 percent.

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