Total US advertising expenditure for the first nine months of 2004 grew by 10.3% to $102.4 billion, compared to the same period in 2003, according to TNS Media Intelligence/CMR.
Virtually all the media measured experienced growth throughout the first nine months of the year, with nearly half the media showing double-digit percentage growth year-on-year, with the internet continuing its steady rise, up 25.8% to $5.5 billion. Local newspapers led with total dollar spending at $17.7 billion, an increase of 6.6%. Outdoor, National Syndication, Cable TV, Local and Consumer Magazines also exhibited strong year-on-year growth.
TNS/CMR 2004 US AD EXPENDITURE | |
(Jan-Sept. 2004 Vs Jan-Sept. 2003) | |
Medium | YoY Growth (%) |
Cable TV | 16.1 |
Consumer Magazines | 10 |
Sunday Magazines | 8 |
Internet | 25.8 |
Network TV | 14 |
National Newspapers | 9.7 |
Local Newspapers | 6.6 |
Outdoor | 17.6 |
Network Radio | 2.6 |
Local Radio | 1.9 |
National Spot Radio | -2.6 |
Hispanic Media | 5.4 |
Spot TV | 9.4 |
Outdoor | 17.6 |
Syndication | 17.3 |
Total | 10.3 |
Source: TNS/CMR, November 2004 |
Total television advertising revenue for the 2004 Summer Olympics reached $1.55 billion, an increase of $255 million compared to the 2000 Sydney Games, demonstrating the value advertisers place on featuring in high-profile, must-see events such as the Olympics. The majority of Olympic advertising spend was accounted for by Network TV, with $1.17 billion of the total.