Top 5 Media Landscape Insights- November

Stay on top of today’s constantly changing media environment with DirectAvenue’s Top 5 Insights. We give you specific network updates and emerging media trends in a digestible format.

November 1, 2024

1. Content Spending Rises 9% To $126B- The six largest entertainment firms are increasing their content expenditures by 9%, reaching a total of $126 billion this year, as reported by Ampere Analysis, despite concerns about cost reductions in TV and film content. In 2024, this spending will account for 51% of total global entertainment expenditure, up from 48% the previous year, according to media analysts. A significant portion of this growth—32% or $40 billion—is attributed to investments in their own subscription streaming platforms, including Disney+, Peacock, Paramount+, and Max.
2. Presidential Campaigns Go Big: Nearly $1 Billion in Ad Spend Secured– In a presidential election year mainly dominated by unpaid media, the Democratic and Republican campaigns have booked $968 million in ads nationwide until November 5, with over 20% targeted at seven key battleground states, according to AdImpact. Notably, nearly a third of the spending in these states is focused on Pennsylvania, emphasizing its role as the Keystone State. In total, the Trump/Vance ticket has booked marginally more ad buys across the seven states: $107 million vs. $100 million for Harris/Walz.
3. Black Friday and Cyber Monday retail sales are forecast to rise 5% in the U.S- According to Bain, holiday spending is set to reach a record $75 billion. A survey from the consultancy revealed that 67% of consumers in countries like the U.S., U.K., Germany, and Australia plan to purchase half of their items online this holiday season. In the U.S., 55% anticipate starting their shopping next month. Additionally, an Experian poll found that nearly half (47%) will visit physical stores during the season, with boomers leading in this category.
4. Disney Leads Top Media Distributor driven by NFL, NCAA- Disney reclaimed the top position in Nielsen’s media distributor index, boosted by fall sports. programming. The index measures viewership across various platforms, including TV and streaming. Disney’s share increased by 17% from August to 11.3%, driven largely by a 101% surge for ESPN, a 165% rise for ESPN2, and a 25% increase for ABC affiliates. Fox Corp. saw an 18% rise in football viewership, while Amazon Prime Video’s grew by 13%.
5. Record Breaking Holiday Shopping Season- Adobe forecasts that U.S. online spending will reach $240.8 billion this year, reflecting an 8.4% increase from 2023. This growth is attributed to significant discounts and a rise in mobile shopping. With substantial markdowns on electronics, toys, and sporting goods, along with major promotions during Cyber Week, consumers are likely to leverage flexible payment methods like “buy now, pay later” and the influence of social media to optimize their holiday spending.