US advertising spend rose by 7.0% during the first three quarters of the year, to reach $89.6 billion, according to the latest figures from TNS Media Intelligence/CMR. This shows that the US market is continuing its steady climb back to positive growth.
The broadcast sector saw spend rise by 4.5% to $46.9 billion during the year to September, whilst the print sector jumped by 9.1% to $37.9 billion. Sixteen out of seventeen measured media showed growth, with five of those (cable TV, syndication, Spanish language TV, local newspapers and the internet) posting double-digit rises.
“The consistent increase in spending this year speaks to the overall health of the ad market. The quarter-by-quarter market growth we’ve viewed is telling of a positive year for advertising overall,” said Steven Fredericks, president and CEO at TNS Media Intelligence/CMR.
| US Advertising Spend, Q1-Q3 |
| |
|
|
|
| |
Year To Sep 2002 (million) |
Year To Sep 2003 (million) |
Growth |
| Broadcast |
ÂÂ |
ÂÂ |
ÂÂ |
| Network TV |
$14,374.0 |
$14,438.2 |
0.4% |
| Spot TV |
$12,100.4 |
$11,824.5 |
-2.3% |
| Cable TV |
$7,563.1 |
$8,848.2 |
17.0% |
| Local radio |
$4,946.3 |
$5,101.0 |
3.1% |
| Syndication – national |
$2,122.1 |
$2,471.0 |
16.4% |
| National spot radio |
$1,753.8 |
$1,924.5 |
9.7% |
| Spanish network TV |
$1,391.1 |
$1,645.3 |
18.3% |
| Network radio |
$711.3 |
$735.0 |
3.3% |
| Total broadcast |
$44,962.1 |
$46,987.7 |
4.5% |
| Print |
ÂÂ |
ÂÂ |
ÂÂ |
| Local newspapers |
$14,429.3 |
$16,313.1 |
13.1% |
| Consumer magazines |
$11,803.4 |
$12,873.5 |
9.1% |
| B2B magazines |
$6,379.5 |
$6,415.1 |
0.6% |
| National newspapers |
$2,018.0 |
$2,088.1 |
3.5% |
| Free standing inserts |
$949.4 |
$1,011.0 |
6.5% |
| Sunday magazines |
$896.9 |
$943.5 |
5.2% |
| Local magazines |
$223.0 |
$234.3 |
5.0% |
| Total print |
$34,756.4 |
$37,934.4 |
9.1% |
| Internet |
$4,164.9 |
$4,737.9 |
13.8% |
| Outdoor |
$1,849.0 |
$1,931.4 |
4.5% |
| Grand total |
$83,789.2 |
$89,647.4 |
7.0% |
| Source: TNS Media Intelligence/CMR, December 2003 |
