The U.S. advertising market grew 3.8% in the second quarter of this year -- largely due to an 11% gain in digital media.
Standard Media Index says this followed a 2.8% increase in the first quarter.
National TV brought down the overall results. In the second quarter, national TV advertising revenue was virtually flat -- down 0.8%. This followed a weak 0.8% gain in the first quarter.
These current results came amid higher-than-expected upfront advertising revenue commitments for next year’s TV season, starting in September. Upfront revenue growth is estimated at 4% to 6%.
In the second quarter, SMI says cable networks declined 4%, with broadcast networks rising 4% -- increases that were mostly attributed to the airing of the final three games of the NCAA tournament in April on CBS. A year ago, those games aired on cable network TNT.