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Media Growth Up, Cable Leads Drive

28 Aug, 2013 By: Doug McPherson

NEW YORK – Total media growth in advertising revenue is up nearly 10 percent through the first six months of 2013 with national cable TV still commanding the highest share and healthy gains, says the Standard Media Index (SMI), which culls data from media agencies amounting to an estimated 60 percent of total agency spend.

SMI says national cable networks grew 5 percent in ad revenues versus the same time period last year. Looking at just July, cable TV networks posted a 16-percent hike.

At the same time, broadcast TV networks saw a 15-percent decline – due mostly to the absence of higher national TV ad money from the Olympics of 2012. The first half of 2013 saw spot TV rise 2 percent (an 8.1-percent share), syndicated TV flat (a 2.2-percent share), and local cable 9-percent higher (a 1.9-percent share). Overall, U.S. TV is 4-percent higher in ad revenues. SMI also says that overall media spending in July was up 2 percent.

Digital media continues to grow – adding 13 percent in July and 23 percent for the first six months of the year. Digital media commands a 24-percent share of media – second only to national TV cable networks, which have a 25.8-percent share. Broadcast TV has a 21.3-percent share – in third place overall from January to July 2013.

Other media show continued strong results for the first six months of the year: magazine revenues grew 15 percent (a 5.5-percent share); radio was 7-percent improved (a 4.8-percent share); out-of-home was 12 percent higher (a 3.8-percent share); and newspapers grew 15 percent (a 1.5-percent share).


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