US Adspend Grows 5% In First Quarter, Says CMR
Spanish language network television continued to outperform the US advertising market in the first quarter of the year, showing growth of 19.5% over Q1 2002, according to estimate figures from TNS Media Intelligence/CMR.
The group reports that overall media spend rose by 4.9% to $28.5 billion in the quarter, with just two categories – network TV and national newspapers – showing a year on year decline.
This is better than expected by analysts at Merrill Lynch, who had forecast a growth of 3.3% for the period (see Latest US And Global Ad Forecasts From Merrill Lynch). However, Merrill’s estimate included newspaper classified spend which has been negatively affected by the war and late Easter this year.
| US Q1 Advertising Growth Estimates | |||
| Spend ($bn) | % Change | ||
| Q1 2002 | Q1 2003 | ||
| Network TV | 5.4 | 5.1 | -5.9 |
| Spot TV | 3.7 | 3.7 | 0.6 |
| Cable TV | 2.1 | 2.5 | 18.0 |
| Syndicated TV | 0.7 | 0.8 | 14.5 |
| Spanish language TV | 0.4 | 0.5 | 19.5 |
| Magazines | 3.3 | 3.7 | 12.0 |
| National newspapers | 0.7 | 0.7 | -0.7 |
| Local newspapers | 4.6 | 4.8 | 4.4 |
| Sunday magazines | 0.3 | 0.3 | 8.4 |
| Local magazines | 0.1 | 0.1 | 10.4 |
| Local radio | 1.3 | 1.4 | 4.7 |
| National spot radio | 0.5 | 0.5 | 11.1 |
| Network radio | 0.2 | 0.2 | 9.1 |
| Internet | 1.4 | 1.5 | 12.2 |
| Outdoor | 0.6 | 0.6 | 2.2 |
| Consumer total | 25.3 | 26.5 | 4.8 |
| B2B magazines | 1.9 | 2.0 | 5.5 |
| TOTAL | 27.2 | 28.5 | 4.9 |
| Source: CMR, June 2003 | |||
