Radio, Network TV See Ad Growth


Dollar SignOverall, U.S. ad expenditures dropped nearly 4% in the second quarter to $38 billion.

However radio and network TV are among the platforms still seeing growth, according to Kantar Media.

The ad market has become “more tempered” as the lethargic spending pace continues deeper into the year, says Jon Swallen, chief research officer at Kantar Media North America.

Network TV was the only sector to grow in Q2 with expenditures increasing one percent. Kantar says this can partially be explained by deflated spending levels a year ago when the Winter Olympics pulled TV budgets forward into the first quarter and left less money available for April-June.

Local Radio ad spending in Q2 was up 10.6 percent within the 36 markets monitored by Kantar Media, reflecting the impact of a nearly two percent increase in ad time. Local radio ad spending for the quarter rose 10.6%. Network radio saw a quarterly drop of 8.4%, and national spot radio increased 1.2%.