US Adspend Up By $2 Billion Through Third Quarter

The data shows that overall revenue for the year to 30 September totalled $84.4 billion, compared with $82.6 billion in the same period last year. The half-yearly figures showed little change in adspend (see US First Half Adspend Comes In Flat, According To CMR) but strong upfronts coupled with the elections and a rebound from the 11 September fallout have breathed new life into the ad industry.

Spot television led the revival with growth of almost 15% while radio, local newspapers and network TV experienced single figure rises. Spanish language network television remains the fastest growing sector with spend up by more than 25% in the first three quarters of 2002. By contrast, business magazines and the internet are still struggling to attract advertising and have seen revenues fall by 17% and 18% respectively.

“Compared to the depressed levels of 2001, we have seen adspend rebound nicely,” said George Shababb, senior vice president of CMR/TNS Media Intelligence. “We estimate that ad spending for 2002 will reach the 2.5 percent growth we forecasted earlier in the year. This is due to additional ad dollars what were spent in November to support the final election push and the upcoming holiday season.”

Ad Spending By Media, Jan-Sep 2001 vs 2002
Medium	Jan-Sep 2001 ($m)	Jan-Sep 2002 ($m)	% Change
Network TV	13,425,450	14,374,020	7.1
Spot TV	10,501,919	12,041,496	14.7
Cable TV	7,757,505	7,682,009	-1.0
Syndication – National	2,405,629	2,122,063	-11.8
Spanish Lang. TV	1,131,538	1,420,568	25.5
Consumer Magazines	11,926,801	11,759,225	-1.4
Sunday Magazines	815,571	896,871	10.0
B2B Magazines	6,433,244	5,313,734	-17.4
Local Newspapers	13,375,315	14,387,876	7.6
National Newspapers	2,183,016	2,111,574	-3.3
Network Radio	622,172	711,255	14.3
National Spot Radio	1,613,492	1712164 (e)	6.1 (e)
Local Radio	3,946,237	4,322,820	9.5
Internet	4,589,601	3,755,546	-18.2
Outdoor	1,856,242	1785488 (e)	-3.8 (e)
(e) = Estimate
Source: CMR/TMS Media Intelligence, November 2002