• by Wayne Friedman , July 19, 2013

Broadcast TV advertising spending rocketed up by strong double-digit percentages in the second quarter. Standard Media Index says broadcast TV spending was up 16% in the second three months of 2013, and 10% through the first half of the year. By way of comparison, national cable TV advertising moved up more slowly in the second quarter, for a 6% gain.

Broadcast TV benefitted from big season-ending series finales and the high-rated NBA Finals on ABC during the period.
Through the first six months of the year, broadcast was up 5% and cable gained 4% in advertising spending. Total TV advertising spending grew 10% in the second quarter and 4% for the first six months of the year.

For the first half of the year, cable continued to have a slight edge in terms of media share, at a leading 25.5%. Digital media was next at 23.9%. Broadcast was at 22.3%.

Other TV platforms had a somewhat weaker performance: Syndication was flat in the second quarter and slightly down 1% through the first half of the year. Local spot TV spending climbed 9% in the second quarter and is 5% higher for the first six months of 2013.

Local cable did better than most other TV platforms -- growing 12% in the second quarter, and 11% for the first half of the year. The bigger overall percentage gains during the second quarter came with digital media spending at 34%, with the first half of the year up 27%. Digital -- which has a 23.9% media share of all advertising dollars -- was at 20.8% for the same time period a year ago.

During the second quarter, magazines gained 18% in ad revenue versus the same period a year before; radio, 13%; out-of-home, 22%; and newspapers, 16%.

Looking at all media -- TV, digital, print, outdoor, radio -- spending climbed 16% for the second quarter of 2013 and for the first six months of the year was up 10%.

SMI aggregates data from media agencies’ billing systems, which total about 60% of all ad spending. Agencies include Vivaki, Mediabrands, Aegis Media and Havas Media. One major media agency group, GroupM, is not part of SMI’s research.

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