In Standard Media Index’s (SMI) assessment of the U.S. advertising landscape for April, it found television ad spending on an upswing, while digital’s growth slowed. National TV advertisers invested six percent more in April than they did during the same month in 2015—cable TV’s revenues grew seven percent while broadcast TV recorded a six-percent jump in April.

Digital media’s growth of 15 percent, year on year, in April was significantly slower than in previous months. Within the sector, social media, video sites and ad networks/ad exchanges saw the largest gains. SMI suggests this aligns with market sentiment that digital advertising spending is returning to television.

“SMI’s April data continues to show the reemergence of TV as the industry’s strongest and most effective medium. We have seen digital’s growth slow over the past few months and know from feedback from advertisers and agencies that television is still the best place to find high quality, guaranteed audiences at scale,” says James Fennessy, SMI’s CEO. “Timing couldn’t be better for the major networks as a strong scatter market again in April should ensure they book healthy increases in the upfronts over the coming weeks.”

SMI’s data shows that the total ad market’s revenues climbed seven percent in April, compared to the same month in 2015. Looking beyond the TV and digital markets, SMI reports a 12-percent increase in the out-of-home sector for April, while print media spending slipped nine percent—newspapers, including digital newspapers, declined 11 percent while magazines, including digital, slid four percent. Radio ad volumes were flat in April, with total revenues down 12 percent from the same month in 2015.

For Standard Media Index’s full release on April’s ad market, click here.