Top 20 industries account for 93% of the advertising activity across newspapers, tv and radio.
At Media Insite, we track over 50 separate “industries”, and we see a skewed pattern where the top 10 industries account for 76% of the advertising activity. As the headline states if you add in the next ten industries you account for 93% of the activity. This pattern does make the advertising industry as a whole more vulnerable, a major cut back in the #1 or #2 industries would affect 37% of advertising revenue. Q1 is slightly more skewed than Q2, with a less even distribution in the top 10.
When you compare Q1 vs Q2 we see 8% growth in the overall advertising activity. Q1 calendar is dominated by Carnival season. This can be seen in the #1 industry with Entertainment representing 26% of the advertising in that period. This dominance falls off dramatically by -40% in Q2 as the nation shifts out of carnival mode. The dominance of carnival on people’s attention might also account for the trend of the other top 5 industries where they increase their activity in Q2 over Q1. On average they increase activity by 9%. The only other top 10 industries to show a decline are Restaurants / Food Service and Telecommunications. Restaurants and Food services dropped -2%. Not surprising that it dropped off, but it is somewhat surprising how little the drop was, as you might expect the Resturant / Food industry to be more closely correlated to the Entertainment industry. Telecommunications shows a massive -33% dip in spending. This dip may point to the fact that brands in this industry are some of the biggest sponsors of Carnival and that this support for Carnival causes a big boost in their advertising push in Q1.
Media InSite is an independent, Port of Spain-based advertising data service specializing in competitor intelligence and ad placement auditing for brand managers, ad agencies, and media houses. Operating since 2011, the company records and indexes advertising content in Barbados, Grenada, Guyana, Jamaica and Trinidad & Tobago.