SMI Index Sees Ad Spending Up 7% In 2015, But Down For Radio
January 27, 2016 at 4:00 AM (PT)
The good news? Total advertising spending was up 7% in 2015, according to STANDARD MEDIA INDEX, with particularly strong growth in Q4 -- up 17%. The bad news? Radio was down 2%.
MEDIA LIFE reports, "The big gainer, no surprise, was digital, up 26% for the year and 35% in the fourth quarter," adding "SMI reports that in 2015 newspaper spending, including print and digital dollars, rose 7%, including a robust 14% jump in fourth quarter, with several key ad categories pouring more dollars in as the year progressed."
The report notes radio, magazines and two segments of television -- broadcast and syndication -- all took hits of at least 2%. Looking ahead to the rest of 2016, the report says, "Ad spending should continue to be brisk. Consumer confidence hit a five-month high in DECEMBER, and political dollars have begun to kick in."