SMI Report: January Ad Demand Up Overall, But Radio Down 16% Year-To-Year
February 24, 2016 at 3:58 AM (PT)
STANDARD MEDIA INDEX's JANUARY advertising demand survey shows overall U.S. advertising demand up 4% year-to-year for the month, with digital up 16% and television up 1%. But radio fell 16% year-to-year and newspapers fell 17%.
The top growth categories for the month were prescription pharmaceuticals (35%), consumer electronics (30%), and beauty and grooming (15%).
“JANUARY’s results are encouraging given current market uncertainty. Improved ratings, driven by the outstanding performance of the NFL, have delivered healthy growth for major broadcasters, even with a slight dip in ratings for the month. Cable hasn’t been as fortunate as revenue declines are tracking closely with softer ratings,” said SMI CEO JAMES FENNESSY. “Digital continues to deliver healthy double-digit gains and, while this growth looks to be mostly organic, there is little doubt that the print and radio sectors are being negatively impacted. The one other bright spot is out of home advertising which continues to build on the great momentum generated in late 2015.”