National TV Ad Dollar Decrease as Digital Increases

National TV Ad Dollard Decrease as Digital IncreasesAccording to a recent report from Media Post, though double-digit-percentage TV scatter revenue gains in April have helped counteract major declines in upfront dollars placed, total national TV dollars placed on TV networks have declined for the month.

In a report by Standard Media Index, cable TV networks were down 7%, with broadcast networks off 8%, representing 80% of the market.

Broadcast networks saw an 18% gain in scatter revenue but at 12% decline in upfront money placed in April all while cable improved 5% in scatter but was down 9% in upfront dollars.

The report states that total upfront revenue placed for April was off 11% with total scatter gaining 10%. Other TV result saw national spot up 2%, syndication down 7%, and local advertising dollars 5% higher.

Digital media gained 21% in the month with pure-play video up 44%, social media 70%, and ad networks gaining 35%. Two lower-performing digital areas were ‘TV network, digital’ and ‘pure play content/search,’ each rose 3%.

Out-of-home media gained 7% and magazines lost 4%. Radio sank 12%, with newspapers inching up 1%.

Overall, media dollars inched up 1% during the month.