SMI Survey: Internet Radio Ad Spending Up, Terrestial Down
May 26, 2015 at 1:13 PM (PT)
Ad market sales remained flat during APRIL, though Internet Radio proved a strong exception, up 32% during the month, according to a report from STANDARD MEDIA INDEX (SMI), which tracks 80% of total national U.S. agency spending from the booking systems of five of the six global media holding groups, as well as leading independents.
SMI said the total market rose by just 1% both for the month and also for the calendar year-to-date, according to its latest report.
Despite every other sector slowing or showing little movement for the month, digital ad bookings jumped by a healthy 21% on a year-on-year basis.
“SMI’s data reinforces what most commentators are saying, which is that traditional media continues to remain soft as brands expand their investment in digital. We see large traditional TV advertisers, like retail and financial services, move significant dollars into digital at the expense of their television spend. The encouraging news for content owners and creators is that a lot of this money is finding its way into digital video as advertisers look to align their brands with premium content,” said SMI Chief Commercial Officer JAMES FENNESSY.
Traditional TV advertisers food, dairy and produce (-14%), retail (-12%) and financial services (-4%) all pulled back on TV spending, but recorded double-digit growth in digital.
In addition to the gains showed by Internet Radio, Social Media grew 70% year-on-year as did video (+44%) and ad networks/ad exchanges (+35%).
By contrast, terrestrial radio advertising was down 12% for the month.