US advertising spend increased by 5.7% year on year in the third quarter of 2003, with ten out of twelve media categories reporting growth, according to new figures from Nielsen Media Research.
Spending rose by 3.6% in the second quarter (see US Adspend Rises 2.8% In H1, Says Nielsen Media Research) and the latest increase takes the year-to-date growth rate to 3.3%.
Jeff King, managing director of Nielsen Monitor-Plus, commented: “Ad spending has consistently grown with each quarter in 2003. This is very encouraging and suggests a strong total-year gain.”
Hispanic television continues to make the greatest strides with local magazines also seeing double-digit revenue growth. The only two sectors to suffer spending declines in the third quarter were spot radio and outdoor.
Q3 US Advertising Growth, By Sector | |
Medium | Year On Year Growth (%) |
Hispanic TV | 19.3 |
Local Magazines | 11.9 |
Cable TV | 8.9 |
National Newspapers | 8.8 |
Spot TV | 5.9 |
Local Newspapers | 5.7 |
National Magazines | 5.1 |
Syndicated TV | 4.4 |
Network Radio | 3.8 |
Network TV | 3.4 |
Spot Radio | -0.8 |
Outdoor | -1.6 |
Total | 5.7 |
Source: Nielsen Media Research, November 2003 |