New SMI Numbers Find Lower March Ad Numbers For Radio

Mixed News For Radio

MARCH delivered strong gains for the television and digital sector’s advertising revenues, according to STANDARD MEDIA INDEX (SMI).  The total advertising market grew 4% year-on-year in March and was up 8% for Q1 2016 when compared to 2015. SMI recorded slower performances for its other media sectors in MARCH. Radio, magazine, newspaper and out of home sectors all weathered sharp year-on-year percentage decreases in the single to double-digit range.

Radio ad volumes were lower in MARCH and fell slightly by -2% year-over-year, however they rose 6% to round out Q1 2016.

Intensified spending on premium digital properties accelerated in MARCH and drove the digital sector to another stellar month (16%) and ensured the digital sector delivered another outstanding quarter (20%). Thanks in part to television’s growth in MARCH (2%), the sector also surged ahead in the first quarter of 2016 (4%) as this year’s crucial upfront negotiations approach, which are poised to be the strongest in several years. 

“These results continue to reinforce the strength of the major TV networks in an increasingly fragmented market. Large, engaged and measurable audiences that advertisers have confidence in have seen the medium deliver terrific results in recent months. Our data clearly shows a number of major categories, like CPG and auto, moving money back into TV after a lot of experimenting with digital last year. Concerns around viewability and measurement have caused marketers to reassess their mix and we’ve seen television as the major beneficiary here,” said SMI CEO JAMES FENNESSY.

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