"The third quarter in a non-election year is typically a tricky time for TV and streaming advertising businesses. People usually spend less time in front of their TVs in July and August (at least until the NFL and college football seasons start). But Q3 earnings season can actually be a pretty great time to get a read on what TV network and streaming service owners' ad businesses are up to."
"Some companies also shed light on how their streaming ad businesses currently stack up against their traditional TV ad businesses. So let's start there. In short, they still don't. Paramount and Warner Bros. Discovery provide the clearest views of the dynamic, and at best streaming delivers 30% of the ad revenue of traditional TV. And that figure comes from Paramount, which saw 41% year-over-year declines in both TV and streaming ad revenue."
"The situation was similar at TelevisaUnivision where streaming ad revenue grew but not enough to offset declining TV ad revenue, leading to a $21.1 million decline in U.S. ad revenue. The dynamic may not be all that different a year from now. NBCUniversal's parent company Comcast president Mike Cavanagh said during the company's most recent earnings call that Peacock represented one-third of the money advertisers committed to spend with NBCUniversal in this year's upfront. That's a 20% increase co"
Third-quarter ad performance is affected by lower viewing in July and August, making Q3 a tricky but informative period for TV and streaming ad businesses. Executives reported how streaming businesses fared in the latest upfront cycle and revealed new ad products and capabilities. Streaming ad businesses still lag traditional TV, with streaming delivering at best about 30% of traditional TV ad revenue. Paramount experienced 41% year-over-year declines in both TV and streaming ad revenue. Warner Bros. Discovery's streaming ad revenue rose 15% year over year while TV ad revenue fell 20%. TelevisaUnivision saw streaming growth but a $21.1 million decline in U.S. ad revenue. Comcast said Peacock represented one-third of advertiser commitments in this year's upfront, a 20% increase.
Read at Digiday
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