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

Entertainment television revenue during the quarter fell 0.4%. (Pixabay)

The national television advertising market benefitted during the second quarter from the World Cup, but after factoring it out, revenues fell 1%, according to Standard Media Index.

The firm said national TV revenue declined as the average paid unit cost for a 30-second commercial fell 3.4%. But the decline was partially offset by a 2.5% increase in the number of 30-second spots (up to 3.4 million) and a 4% reduction in the number of make-goods (or ADUs). 

“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.”


How To Lower the Cost of Ownership of Your Cable Access Network

This white paper presents a cost analysis of a virtualized cable modem termination system (CMTS) deployed in a distributed access architecture (DAA). Learn how to eliminate traditional CMTS constraints, efficiently enhance your network performance and more.

RELATED: National TV ad market up 0.8% in May, SMI says

Entertainment television revenue during the quarter fell 0.4% but grew in primetime original nonsyndicated programming. Dramas were up 0.9%, reality shows were up 2.5% and comedies were up 19.5%. All four major broadcast networks gained revenue from primetime original programming this quarter: CBS at 22%, ABC at 7%, NBC at 2% and FOX at 2%. 

But it was on cable where AMC’s “The Walking Dead” was able to charge the most for a 30-second commercial at $331,691 in the second quarter, followed by FOX’s “Empire” at $322,659 and CBS’s “The Big Bang Theory” at $295,138.

Comcast was the largest TV network group by entertainment revenue during the second quarter at 19%, followed by Discovery Inc at 15%, Viacom at 14%, Time Warner at 10%, CBS at 9%, Disney at 9%, A&E Networks at 7%, and 21st Century Fox at 6%.

“It’s a highly consolidated market where the top eight media owners, all with greater than 5% market share, account for 88% of ad revenue. The top 12 media owners account for 98% of ad revenue,” SMI said in a statement.

Suggested Articles

WarnerMedia scored a key HBO Max distribution deal with Comcast just as it launched in May. Nearly six months later, there still isn’t an app.

Peacock, NBCUniversal’s recently launched streaming video service, is rolling out 20% discounts on annual Premium subscriptions for Black Friday.

How can we defend ourselves? Mostly, it’s a matter of common sense.