NBC sees big ad spend growth in December while ABC falls off

The Standard Media Index found that larger brands put more money back into TV ads and less toward digital advertising.

The overall TV ad spend market rose 5.5% in the fourth quarter but the major broadcasters saw mixed results, according to Standard Media Index.

According to the firm’s latest numbers, NBC’s ad spend grew 16.6%, thanks in part to new Thursday Night Football programming. Meanwhile, ABC saw a decline of 13.4% due to losses in the primetime entertainment program. CBS’s decline of 11.3% during the month was primarily attributed to having one less NFL game than it showed in December 2015. Amid the ups and downs, Fox’s ad growth held mostly steady at 1.3%.

Taking television’s fourth quarter as a whole, the results were similar with NBC up 7.3%, CBS down 12.4%, Fox up 2.9% and ABC down 9.6%. In all, the television market grew 2.4% during the fourth quarter with broadcast down 2.2% and cable up 7.4%.


Like this story? Subscribe to FierceVideo!

The Video industry is an ever-changing world where big ideas come along daily. Cable, Media and Entertainment, Telco, and Tech companies rely on FierceVideo for the latest news, trends, and analysis on video creation and distribution, OTT delivery technologies, content licensing, and advertising strategies. Sign up today to get news and updates delivered to your inbox and read on the go.

RELATED: ABC, CBS, Fox and NBC ad revenue hurt by NFL's lower ratings

SMI also offered up full-year ad spend figures for 2016. The television market saw a 4.4% increase in spend with both broadcast and cable experiencing similar growth rates of 4.6% and 4% respectively.

NBC scored 20% growth for the year, riding momentum from the election news cycle, the 2016 Olympics and more NFL games broadcasted. CBS grew by 3.2%, ABC fell 2.2% and Fox fell 4.6%.

Among top cable networks, ESPN declined 2.9%, TBS grew 1%, TNT fell 1%, and USA Network fell 2.8%. As expected given the contentious presidential election, cable news channels CNN and Fox News experienced booming ad growth of 57.8% and 25.7% respectively for 2016.

SMI added that it is seeing larger brands put money back into TV and less toward digital advertising. After decreasing its TV ad spend in 2015, Paramount Pictures increased spending on TV by 24% this year. Target, which also decreased its TV ad spend in 2015, increased spend by 12% this year.

Suggested Articles

After a beta launch late in 2018, streaming TV service Vidgo said it’s planning an official launch in late summer in time for football.

Adding insult to injury, Netflix is being sued by shareholders after the company missed its subscriber growth projections for the second quarter by a wide…

A+E Networks, AMC and Cheddar have all joined Community, a new curated video advertising marketplace launched by Xandr, AT&T’s advertising and analytics…