National TV ad market up 2% in November, SMI says

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While total ad spending declined for entertainment programming, NBC’s entertainment programming increased nearly 12%. (Pixabay)

National TV market rose 2% during November, with cable seeing a 3% increase and broadcast up 1%, according to Standard Media Index.

Year to date, SMI said that the cable ad market is down 2% and broadcast is down 4%, putting the overall market down 3% overall.

Across the entire market during November, entertainment ad spending was up 1%, sports spending was up 5% and news spending was 1%.


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Across the big four networks NBC saw a 16% increase, CBS saw a 1% increase, ABC decreased 5% and Fox saw a 13% decrease in spend.

The increased spending on sports was largely due to NCAA Football and NFL. NCAA specifically grew 23% on broadcast, thanks to Fox nearly doubling the number of nationally aired games in 2017 compared to 2016. The NFL also saw one extra Thursday night game in November 2017.

RELATED: National TV ad market up 1% in October: SMI

Since the start of the NFL season in September, networks airing nationally televised NFL games have seen ad revenue rise 2%, thanks largely to one additional nationally aired linear TV game compared to the same time period in 2016.

In 2016 22% of all spots were ADUs (or make goods), but only 21% have been ADUs in 2017. Meanwhile the average cost of a 30-second spot across all networks rose from $468,434 in 2016 to $473,775 in 2017.

While total ad spending declined for entertainment programming, NBC’s entertainment programming increased nearly 12%. “This Is Us” got a double digit increase in revenue along with the Macy’s Thanksgiving Day Parade and The National Dog Show, giving the network a big bump. The other major broadcast networks all saw a decrease in spend around their entertainment programming.

Breaking down cable ad spending by network, ESPN was still the largest network in terms of spend by volume, and saw a 3% increase in November. TBS and HGTV both saw a 7% increase in spend, Nickelodeon increased by 4% and AMC increased by 7%, according to SMI.

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