According to Matrix Solutions’ 2018 Midyear Ad Spend Report, an emergence of political advertising spend in primary Democrat and Republican elections leading to the midterm elections, which has seen a 264% growth rate, was largely the driver in the first half of 2018. When excluding political ad spend from the findings, broadcast, digital broadcast and radio witnessed an overall 4.90% contraction compared to last year at the same time.
When excluding political ad spend, local continues to be down at a 3.25% contraction rate, with national at a contraction rate of 0.77%, demonstrating flat growth at a national level without a political factor.
When excluding political ad spend, overall media ad sales in broadcast experienced a contraction rate of 5.86%. Digital broadcast on the other hand is booming—media ad sales grew across nearly every category at an average rate of 13.21% when including political ad spend, and at 13.03% when excluding political.
When looking at ad spend figures from specific industries, the following categories were key areas of growth across broadcast, digital broadcast and radio: Services (6.62% growth); financial services (5.16% growth); and home improvement (0.54% growth).
“According to our data, overall ad spend throughout the year, to date, has remained relatively flat when including the buoyancy that always comes from political campaigns, and without there’s a clear contraction,” said Mark Gorman, CEO at Matrix Solutions. “It’s a trend that’s continued from the findings of our 2017 Ad Spend Report, which means for these traditional platforms, they need to better arm themselves to grab a larger slice of the overall advertising spend pie to remain competitive.”
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