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%.
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.
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.