Comcast generated the most ad revenue during the first half of 2018, according to SMI

Comcast
Comcast has been able to sell ads this year for the Winter Olympics, Super Bowl and World Cup. (Comcast)

Comcast managed to grab the biggest share of the U.S. national advertising market during the first half of 2018, according to Standard Media Index.

The firm said that Comcast generated 12% of all advertising revenue from national marketers. That figure was good enough to beat out digital giant Google, which claimed 10% of all national advertising revenue.

Comcast’s NBCUniversal has already played host to two of the biggest TV advertising programs of the year. The network aired the 2018 Winter Olympics and Super Bowl LII.

Comcast/NBCUniversal’s second-quarter results for its cable networks, content licensing and broadcast television divisions all saw revenue increases due in part to strong advertising performance.

Overall, Standard Media Index said that 63% of advertising revenue from national marketers went to traditional media while 37% went to digital. Of the advertising revenue earned by video publishers, 89% was for linear video and 11% was for digital video.

RELATED: National TV ad revenues fell 1% in Q2 excluding World Cup, SMI says

During the second quarter, SMI said that Comcast was the largest TV network group by entertainment programming advertising revenue, grabbing a 19% share.

Comcast also got an advertising boost from Telemundo’s airing of the 2018 World Cup. But SMI said that, after factoring out the World Cup effect, national television advertising revenues fell 1% during the second quarter.

“As upfront season comes to a close, the industry now needs to quickly move its attention to the scatter market,” said James Fennessy, CEO of Standard Media Index, in a statement. “In Q2, revenue from the scatter market grew by 11% YoY while revenue from upfronts fell -4% and direct response advertising remained flat.”

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