Look out broadcasters: The ad market appears to be “softening” ahead of the upfront sales season according to an analysis out this morning from Standard Media Index, an advertising research firm.Related Les Moonves: CBS Unaffected By Pay TV Shifts; Upfront Will Be
National TV ad spending has grown for most of the 2016-17 broadcast season, but that “has been tempered by 1Q 2017 which saw a slow down in ad spend,” SMI says in its first published analysis ahead of the upfronts.
It observes that the scatter market was down 11.5% to $3.8 billion in the broadcast year up to March. By contrast, the upfront was up 3.7% to $16.5 billion.
SMI notes that the “overall implications of this on the upcoming Upfronts cannot be fully determined as yet.”
Still, it sees TV networks adjusting to a market where brands “continue to want more for less.” Most broadcasters have already said that they will offer “omnichannel deals” and data-driven targeting.