Here they come: 2013 ad spending numbers
Revenue is expected to be flat or down slightly
March 24, 2014
This week the full-year advertising spending reports for 2013 will begin to be released, and media buyers and planners will get a better idea of where ad revenue in 2014 is headed based on those numbers.
ZenithOptimedia, Kantar Media and GroupM issue their full-year reports the final week of March.
Those numbers include not just the 2013 spending data but also fourth-quarter data, a good indicator for the coming year.
So far the industry groups for two major media, out of home and magazines, have released fourth-quarter and full-year numbers.
For those two media, fourth quarter spending was on par with previous quarters, solid but not strong.
Buyers say advertisers continued to be concerned about the economy, the housing market and the unemployment rate during fourth quarter.
Plus ad spending faced tough comparisons to 2012, a presidential election year, when political pumped up revenue for TV and radio.
The full-year numbers for all media will probably be about even to last year, or perhaps down slightly.
Third quarter was down 1.9 percent versus 2012, when political and Olympic spending gave the quarter a big boost, according to Kantar.
Year to date through third quarter, total ad spending was up 0.7 percent.
If fourth quarter is similarly flat or down slightly, the year will be about on par with 2012.
In addition to the release of 2013 ad spending numbers, here are some other things media buyers and planners will be following this week:
March Madness continues on Turner Networks and CBS on Thursday through Sunday.
Major League Baseball opening night takes place Sunday. Though the season technically tipped off over the weekend, when the first game was played in Australia, most teams will play their first games Sunday or Monday.
Notable TV premieres
TV Land’s “Hot in Cleveland” returns for its fifth season Wednesday at 10 p.m.
Fox’s “Surviving Jack” premieres at 9:30 p.m. Thursday.
And PBS’s “Mr. Selfridge” returns at 9 p.m. Sunday for season two.
Notable TV finales
ABC Family’s “Switched at Birth” airs its third-season finale at 8 p.m. tonight, while MTV’s “Teen Wolf” broadcasts its third-season finale at 10 p.m.
Fox’s “Brooklyn Nine-Nine” wraps up its first season at 9:30 p.m. Tuesday. It has been renewed for a second season.
USA’s “Psych” wraps up its eighth and final season Wednesday at 9 p.m., and an hour later A&E’s “Duck Dynasty” closes out season five.
TLC’s “Here Comes Honey Boo Boo” airs its third-season finale Thursday at 9 p.m.
And AMC’s “The Walking Dead” wraps up its fourth season Sunday at 9 p.m.
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