National TV advertising inched up 2% in the US in November but overall TV ad spending is still down 3% for the year, according to the Standard Media Index.
The SMI revealed US advertising spending for the month was up 5%, with broadcast up 1% and cable growing 3%. It will take a great December to break even on the year, though — national broadcast revenue is off 4%, while national cable has dropped 2% for the year.
Among the Big 4 national broadcast networks, spending on NBC was up 16% (largely thanks to hit series This Is Us and coverage of the Macy’s Thanksgiving Day Parade and the National Dog Show). CBS was up 1% in November, while ABC was down 5% and FOX dropped 13% midway through the season.
In terms of content type, sports programming pulled 5% more revenues for November thanks to college-level American football, but is still down 11% for the year (largely because the Olympics inflated 2016’s numbers); nonetheless, the average price of a 30-second spot in an NFL football game rose to $473,775 from $468,434 a year ago.
Meanwhile, entertainment and news programming both added 1%. They are 1% down and 8% up, respectively, for the year. News has been strong on the back of the charged political atmosphere in the States in a post-election year.
Interestingly, the SMI found that out-of-home ads registered the biggest gains in terms of segment, up 14%. Digital media revenues climbed 9% in November, meaning that the segment is now at a 12% increase over the same time period a year ago.
SMI’s index is based on actual media spend by agencies, representing about 80% of total budgets.