US cable, Hispanic TV advertising ending 2014 on a high

DetailsJoseph O'Halloran | 24 December 2014

The better than expected general economic outlook forecasts for the US economy as a whole have been matched by very encouraging Kantar Media data for Q3 2014 TV advertising.

CNNespanolThe Kantar research found that helped by the World Cup football tournament and political spend, total advertising expenditures across all media in the US increased 0.3% in the third quarter of 2014 to $33.7 billion and during the first nine months of 2014 ad spending grew 2.2%.

Yet TV ad spending significantly outgunned the overall ad market and was the only sector in the analysis with year-over-year growth. Spending rose 6.5% in the third quarter of 2014 compared with the same period of 2103 with the Spanish language sector rocketing by rose 23.7%, both fuelled by the final two weeks of the World Cup tournament in July.

Spending on cable TV networks was up 7.9% in the nine-month period with roughly a third of the gain attributable to increased commercial time. For the nine months to 30 September 2014, the Hispanic sector was up 28.1% year on year and political spending was the primary contributor to the 5.2% rise in spot TV. Collectively, these three TV segments were responsible for an estimated $700 million of growth and offset the weaker results from network TV and national syndication, up 0.2% and 1.6% respectively.