The figures for July 2015 are in, and it makes for some interesting reading.
We are seeing a serious contraction of the overall spend across all the media vendors that we track. This contraction is in comparison to July 2014 numbers.
Overall advertising for July 2015 shows a contraction of 20% in total activity.
What has caused this contraction?
Is it a reflection of the shrinking advertising budgets?
Or, a shifting of budgets away from Traditional Media into Online, Direct or event channels?
It is hard to answer this definitively with the data we have available.
Taking a closer look at the numbers we see that the contraction has not been equal across media. Terrestrial TV does the best showing only a very slight decrease of 3%, but Cable TV activity collapsed with 2015 showing ~50% less activity. Going through the other tracked media Newspaper was down 30%, and Radio was down 15%.
1,962 individual advertisers were tracked in July 2014 while in 2015 this number dropped to 1,417. This is a large drop-off in individual advertisers. This could suggest that the traditional advertising market has undergone some contraction with 27% fewer individual advertisers tracked in July 2015 vs. July 2014. This would help to explain the 20% drop in overall activity that we saw.