/// TV Rules the Roost in Q1

June 18, 2012  |  Media Week

Thanks in large part to a robust sports market, first quarter TV ad expenditures rose 8 percent versus the year-ago period. According to a new report from Kantar Media, clients in Q1 invested $17.8 billion in TV time, up from $16.5 billion during the first three months of 2011. Leading the charge was broadcast TV, which boosted its ad sales revenue by 7 percent to $6.09 billion. Cable networks also enjoyed a 7 percent lift, taking in $5.72 billion in sponsorship dollars. Sports programming was the prime mover behind the increased national TV spend. According to Jon Swallen, chief research officer at Kantar Media North America, more than two-thirds of the dollar volume growth was generated by live sporting events—chief among these being the NFL Playoffs and Super Bowl and the NCAA Men’s Basketball Tournament . Comparisons were helped by the college hoops timetable, as the Final Four Games were played on Saturday, March 31 (i.e., the final day of the quarter). A year ago, the Final Four aired on April 2. Without all those sports dollars, the increases would have been much more modest. Q1 scatter pricing was muted, with CPM increases up in the high single digits over upfront rates. By comparison, the networks commanded premiums of as much as 40 percent in Q1 2011

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TV Rules the Roost in Q1

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