Kantar Media: Radio Ad Spending Down 2.2% In Q2 2013
September 9, 2013
Kantar Media has released its latest report on ad spending in the U.S., and while overall expenditures were up in the second quarter of 2013, radio ad spending declined. According to Kantar's data, radio ad spending fell 2.2 percent in Q2, with Local Radio down 1.6 percent and Network Radio falling 19 percent. However, National Spot Radio ad spending grew by 5.8 percent.
In the first six months of the year, radio ad spending was off by 1.9 percent, compared to the first half of 2012. Local Radio declined 1.3 percent and Network Radio fell by 17.1 percent. National Spot Radio ad spending was up 5.8 percent in the first half of 2013.
Overall ad expenditures for the U.S. increased 3.5 percent in the second quarter of 2013, reaching $35.8 billion. "Ad spend has now increased for six consecutive quarters and in reaching 3.5 percent growth for Q2, had its best performance in a non-Olympic period since the end of 2010," said Jon Swallen, Chief Research Officer at Kantar Media North America. "However, the gain was boosted by two unusual phenomena. On one side, year ago spending was deflated by major advertisers who conserved budgets in advance of the Summer Olympics and this makes current year growth appear larger. On the other side, there were more NBA playoff games this year and it generated a sizable windfall of extra TV ad revenue. Without these factors, Q2 ad spend growth would have been lower by about one full percentage point."
TV ad spending grew by 6.4 percent in Q2 and 3.3 percent in the first half of the year, while magazine ad spending was up 1.6 percent in Q2 and 1.1 percent in the first half. Newspaper ad spending declined by 3.6 percent in Q2 and by 4 percent in the first half of the year. Internet display ad spending grew by 4.1 percent in Q2 and 5.3 percent in the first six months of 2013. Outdoor ad spending was up by 7.4 percent in Q2 and 6 percent in the first half.