Early data from SMI (Standard Media Index) suggests metropolitan TV may have outperformed the broader advertising market in September.
UBS, in a note to clients about the media agency market, says the index indicates metropolitan TV bookings were essentially flat (-0.3%) for the month.
This was an improvement on July, recording an 11% fall, and August, a 7% drop.
If the early data is correct, then the September quarter metropolitan TV growth rate was better than -6%.
"Whilst it's only one month of data (and TV outcomes can be volatile from month-to-month), we nevertheless flag that a lift in spending from gambling, travel and technology advertisers appeared to be the key drivers of TV's improved Sep-19 performance," write analysts Eric Choi, Tom Beadle and Minnie Tong.
The early SMI data for September suggests: Regional TV bookings were -2.0%; Metro radio –3.3%; Regional radio –6.3%; Outdoor +3.5%.
SMI figures for September still need to be adjusted for late digital bookings.
Final numbers for August showed the media agency market down 8.9%, the 12th month in a row to record a drop in advertising spend.
However, SMI analysts say adspend could hit positive territory in October after more than a year of declines.
The early September numbers, according to UBS:
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