LyrArc Article Gist
The decline in the U.S. television advertising market accelerates in 2015. Viacom Inc. (Nickeodeon and MTV) sees a decline in TV domestic advertising revenue of 9% for the 2nd quarter of 2015, as its TV ratings decline. CBS Corp and Disney (ESPN) see a 3% decline. 21st century Fox with FOX network and shows such as "American Idol" and "The Following," sees a large decline in its television ad revenue of 14%. In the week of August 4-6, 2015, the share prices of these media companies were hit hard. Viacom shares declined by 21%, Fox 13%, Disney 11%. Earlier gains for digital ad revenue were from print, now the gains are at the expense of television budgets. Companies such as Allstate, Mondelez, Wendy's, MasterCard, Honda, P&G, are shifting to digital from television to follow millenials. Experts at ad buying firms say advertisers are tracking young consumers and following them to digital platforms. Viacom's Nickelodeon and MTV are hit particularly hard by the growing shift to kids shows on Netflix and to You Tube, and Amazon Prime Instant Video. Linear TV and interruptions for advertising is also accelerating the move, when other ad free or less advertising options are now easily available. By 2018 the digital ad spending will overtake television ad spending, digital getting $83 billion and television dropping to $78.6 billion....