
InterMedia Insights 9.6.2016

Hot Media Trends for September 6, 2016
- Traditional U.S. ads in second-quarter 2016 advertising rose 2.5%, slowing from the 4.3% gains registered in both 4Q 2015 and 1Q 2016, says MoffettNathanson Research. Still, total advertising thanks to digital media was up 11.5% in the second quarter, after a 10.8% gain in the first quarter. The researcher predicts that by the end of 2016, overall U.S. advertising is expected to climb 8.1% to $191.2 billion for the year. Another industry analyst, London-based advertising researcher Warc, is also bullish on ad spending and says the U.S. ad spend will rise 5.8% to a record high of $178 billion – double the amount projected for the overall U.S. economy. Warc says U.S. TV spending will rise 6.6% to $68 billion this year, due to increased spending on the Rio Olympics and the U.S. presidential election. Warc adds that U.S. digital media spending will grow at more than double the rate of TV – 13.7%. Overall, digital media will achieve near the same dollar value of the TV ad market this year – and is predicted to rise above TV next year. MoffettNathanson says TV remains the leader in U.S. advertising. Improving TV spending in the first half of the year is now estimated to mean a rise of 6.6% to $80.3 billion. Faster-growing Internet/digital advertising spending will climb 21% to $72 billion. Radio will add 2% to $17.7 billion, with newspapers sinking 8% to $16.9 billion; consumer magazines will rise 2% to $12.5 billion; and outdoor will inch up 1% to $7.4 billion. (Read More on Response Magazine)