In June 2022, monthly ad spend evolution entered negative year-over-year growth territory for the first time this year, shifting down -3% vs. last year, according to data from Standard Media Index. This decline broke a 15-months expansion of year-over-year ad spend growth. The last monthly decline observed was in February 2021 compared to February 2020.
While the NFL Season and Olympics bolstered early 2022 activity, consecutive months steadily tapered, amidst various reports of recession concern. Although Digital posted a +9% lift in June 2022 year-over-year, Linear TV receded -19% year-over-year. Such Linear TV decline last occurred in July 2020, back in the era of Covid sports disruptions.
Relative to 2021 expenditure, overall growth slowed in the second quarter compared to the first quarter. While Q1 2022 featured year-over-year increases across five Media Types, only Out of Home and Digital Media expanded in the second quarter of 2022 versus last year.
Meanwhile, Digital Media continued to grow in the second quarter, representing a 58% share of dollars. CPG and Financial Services marketers supported the largest volumetric ad dollar increase in Q2 2022. On the other hand, Linear TV ad spend declined during Q2 2022, and Cable TV fell -14%, roughly $600MM+, pulling down performance. Only two Product Categories - Travel Services (+84%) and Apparel & Accessories (+21%) - sustained growth in the space.
In terms of overall market share, the top five network-based media owners in terms of national television ad spend in June were: Warner Bros. Discovery (21%); The Walt Disney Company (19%); Comcast Corporation (18%); Paramount Global (16%); and Fox Corporation (5%). These media companies collectively pulled in 80% of all national TV advertising dollars in June.
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