TV Shows Bigger Ad Gains Than Other Media

Broadcast, spot, Spanish-language have biggest increases

By Jon Lafayette -- Broadcasting & Cable, 3/11/2013 9:15:08 AM

In a year of slow advertising spending growth, television was among the strongest media segments, according to new figures from Kantar Media.

TV advertising was up 5% in the fourth quarter, helped by the NFL and NCAA football. For the full year, TV spending was up 8%.

Broadcast network TV was up 5% in the quarter and up 9% for the year, thanks in part to the Summer Olympics on NBC.

Spot TV gained 12% in the fourth quarter because of election campaign spending and finished the year 10% higher as auto makers and dealers pumped money into local markets.

Spanish-language TV spending jumped 20% in the fourth quarter, with higher sell-out levels at the broadcast networks. For the year, Spanish-language TV was up 15%.

Cable TV spending in the fourth quarter was down 2% because of reduced holiday ad spending and cutbacks from direct response marketers, according to Kantar. For the year, ad spending on cable networks was up 3%.

Overall, ad spending was up 2% in the fourth quarter and up 3% in 2012 to $140 billion, according to Kantar.