Standard Media Index (SMI) Ad Spend Report U.S. Media Market Highlights

NEW YORK, Dec. 17, 2013 /PRNewswire/ --

Standard Media Index (SMI) Ad Spend Report
There is now a source for Actual Ad Spend Data. Not estimates, not conjecture...Actual Data. Want to know what channels are leading the way in the Cable TV Sector? SMI data can tell you. Interested in knowing if the decline in Automotive spend has hit ESPN? SMI has the answers. SMI pools aggregated Ad Spend data from agency groups including Vivaki, IPG Mediabrands, Aegis Media and Havas Media. SMI's proprietary methodology captures approximately 60 percent of total agency spend, offering timely, unparalleled visibility into global macro and micro market dynamics.

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CAVEAT: With approximately 60 percent of total agency spend, SMI data does not capture 100 percent of US Ad Spend. However, it does provide strong directional data for measuring market trends, enabling clients to more quickly and accurately analyze their businesses and react to those changes.

• SMI Digital ad revenue saw +18% CYTD growth and +13% for November over 2012, once again beating the growth of Television ad spend (+3% CYTD YOY and +4% YOY for November). 
• In the SMI pool, Cable TV stole ad revenue share from Broadcast TV for Jan-Nov 2013 over last year in the following SMI product categories:
  • Automotive (+7.5% cable growth; -9.5% broadcast growth)
  • Non-Alcoholic Beverages (+6.7% cable growth, -24.1% broadcast growth)
  • Toys & Video Games (+8.8% cable growth, -11.3% broadcast growth)

• SMI Digital ad revenue share grew across a number of categories for the CYTD, while that of Television declined over the same period.  It is important to note that TV Network digital properties also grew significantly across these same categories.  NBC.com was a particular highlight with triple digit growth in Non-Alcoholic Beverages and Travel, Tourism & Hospitality.
  • Clothing & Fashion Accessories (+22.2% digital growth; -7.5% television growth)
  • Non-Alcoholic Beverages (+16.9% digital growth, -11% television growth)
  • Travel, Tourism & Hospitality (+12.7% digital growth, -11.4% television growth)

• Newspaper ad spend showed +3% growth for CYTD, and the top 5 titles all posted positive growth for November over 2012.  USA Today led SMI Newspaper growth for the month with +71%.
• Magazine ad spend grew +9% CYTD.  The top 10 titles, which hold nearly 30% share of the total Magazine market, all showed growth.
• Media Highlight:  ESPN continues to lead the SMI Cable market as the #1 ranked network for the CYTD despite showing -3% decline for November.  The decline for the month was driven by a double-digit loss of ad spend in Automotive and Alcohol.  Interesting to note: while Automotive ad dollars for ESPN's Cable TV Network dropped, those for its Magazine and Radio stations increased.  The material growth of Auto ad spend drove the growth of ESPN Magazine (+40% CYTD YOY) and Radio's ESPN, Inc. (+96% CYTD YOY).

SMI Television Market

Broadcast TV:

• Broadcast television revenues remained flat for November and the CYTD YOY.  
• Of the four major networks, NBC is the only network to have shown growth in November over 2012, with +10%.  NBC remains the share leader in the Alcoholic Beverages, Retail, and Travel, Tourism & Hospitality Product Categories.

Cable TV:

• Cable television posted +11% growth in November and +7% growth in the CYTD. 
• The Top 20 Cable Networks (which comprise 65% of all Cable Networks by ad spend for CYTD) once again included two channels from A&E Networks: History and A&E Network.  Both showed impressive gains for November over 2012 (with +13% and +25% respectively).  Toys & Video Games and Clothing & Fashion Accessories fueled this growth.

SMI Digital Market 

• SMI's digital ad type classification indicates that Video and Mobile drove Total Digital growth in November with +52% and +51% respectively.
• YouTube has had a very strong year, with +20.7% growth for the CYTD YOY, while Hulu only showed +5% growth over the same period.

SMI Print Market

• The Wall Street Journal continues to be the share leader among SMI Newspaper vendors, with 18% for the CYTD.  It also posted +42% growth for November YOY and +38% for CTYD over 2012.
• People Magazine remained the share leader among SMI Magazine vendors, with 7.8% of the total Magazine market.  While it posted +13% CYTD YOY growth, it showed -16% decline for November YOY.  This was driven by a loss of ad revenue in the Automotive and Retail Product Categories.

SMI Radio Market

• The SMI Radio market posted +2% CYTD growth despite a -9% November YOY decline. 

Data Source: SMI Dataminer – November 2013 (December Cube)

About SMI's Ad Spend Data

SMI's data enables Media Owners to track their growth and share against a sizable aggregated benchmark. SMI's proprietary methodology captures approximately 55 percent of total agency spend, offering timely, unparalleled visibility of global macro and micro market dynamics. SMI data is aggregated spend from agency groups including Vivaki, IPG Mediabrands, Aegis Media and Havas Media.                                        

The SMI data access enables better and faster analytics to feed strategy, negotiations and fuel growth.

SMI Terms of Use

SMI growth figures are not a direct indication of a company's quarterly financial earnings and should not be identified as so without SMI's approval.

Purpose of the Report

This report and any data provided in connection with it is provided by SMI Media Inc (SMI) and is created from data and information from a variety of third party sources.  It contains analysis of the data by SMI and SMI's commentary (Report).  The Report is intended to assist buyers of media and media owners in the conduct of their businesses.  The Report is solely for use by media buyers authorized under a media buyer agreement with SMI and persons or entities that subscribe to the Report (User) strictly in accordance with, as the case may be, the terms of its media buyer agreement or, for other recipients, the customer terms set out in its subscriber agreement with SMI and subject to the terms and disclaimers below.  Where this report is provided to a recipient in the absence of any commercial agreement with SMI all restrictions on use, warranties and limitations of liability apply.  If the User does not agree to these terms and disclaimers, the User should not use the Report. 

Restrictions on use

The Report is made available only for use in the United States for the User's own internal business purposes or as otherwise expressly approved in writing by SMI. 

Except where a media buyer is specifically permitted under the terms of its media buyer agreement with SMI, or where another recipient of the Report is specifically permitted under its subscriber agreement with SMI, the User acknowledges and agrees that it must not (and must not allow or authorize any third party to) use, copy, store, save, transmit, reproduce, distribute, disclose, display, sell, publish, broadcast or circulate the Report or any information, material or underlying data contained in the Report to any third party.  The Report should not be regarded as providing financial product advice, does not constitute any recommendation and is not intended to influence any decision in relation to securities.  Information, data, analysis, commentary, opinion or research contained in the Report may be price sensitive and should not be disclosed or used in connection with the acquisition or disposal of securities.

Limitation of liability and warranties

The Report may contain errors or omissions and is provided on an 'as is' basis.  As the data and information obtained from third parties, SMI does not warrant, guarantee, or make any representation regarding the use or the results of the use of the Report including, but not limited to, the correctness, accuracy, reliability, or currency of the Report.    The Report does not contain all advertising and media buying expenditure in the United States.  SMI does not warrant, guarantee or make any representation regarding the completeness of advertising expenditure referred to in the Report.  Except for liability that cannot by law be excluded, SMI accepts no responsibility for and will not be liable, whether in contract, tort (including negligence) or otherwise, for any loss, liability, cost or expense including any indirect or consequential expenses, losses, damages or costs, loss of profit and lost revenue arising directly or indirectly as a result of the use of or reliance on the Report.  To the maximum extent permitted by law, SMI's total liability to the User for all losses, damages and causes of action (in contract, tort, negligence or otherwise) will be limited in aggregate to, in the case of other recipients, an amount equal to the fees paid by the recipient for the Report in the calendar year in which the liability arose. 

Intellectual property rights

SMI reserves all rights.  SMI warrants that, to the best of its knowledge as at the date of publication, the Report does not infringe the intellectual property rights of any third party.  Copyright in the Report is owned by SMI

PRESS CONTACT: Leili-Jones, Jessee, SMI Media, Inc., 646-374-3996, [email protected] 

SOURCE Standard Media Index