Led by awards shows, US TV ad spending jumps in January | Ad Tech | News | Rapid TV News
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Spending on national TV advertising in the US spiked 7.1% in January, including an 11.1% lift in cable ad revenue and a 2.7% jump in broadcast spend.

globes 27 feb 2018According to new data from Standard Media Index, January’s three awards shows (the Golden Globes, the Grammys and the Screen Actors Guild (SAG) Awards) all saw year-over-year increases. The Globes earned $32 million, up 7.1% over last year (with the cost of 30-second spots increasing 5%); the Grammys took in $61 million, a 3.8% boost; and the SAG Awards saw a 25% increase.

“January has been a stellar month for national TV,” said SMI CEO James Fennessy. “Scatter volume is up 50% on 2017 as a host of advertisers have stormed back into the market. Some of this growth has been driven by the move of several big college football games and the Grammys into January, but even so, underlying growth is still an impressive 5.3%.”

Post-season NFL games also earned more, with a 5.3% increase over January 2017. This offset a 1.2% regular season decline in ad revenue.

“We see that even though audiences are falling, pricing for these major events continues to increase,” said Fennessy. “We expect to see this trend continue, as our research shows an impressive return for advertisers that support live programming. Premium video continues to be the power house of ROAS [return on advertising spend] and, given the fragmentation of audiences and safety issues on other mediums, this won’t change anytime soon.”

Cable news ad revenue meanwhile was up 25% year over year: MSNBC saw a 62% increase in ad revenue, while CNN grew 32% and Fox News ticked up by 17%.