CMR Proclaims Healthy Adspend Growth
US advertising expenditure increased by 1.4% last month but total expenditure for the first five months of the year was still down on the 2001 level, according to the latest figures from CMR.
Adspend in May totalled $902 billion bringing the cumulative total for the year to $4029 billion. This represented a 1.2% fall on the same period last year but CMR is predicting a second half revival that will result in 2.5% full year growth (see CMR Forecasts Show Improving H2 For US Media).
There were particularly strong performances from spot radio, which saw revenues rise 12.5% year on year, and network radio which was up 11.7%. Spot TV adspend grew by 10.6% but syndicated TV continued to struggle with revenues down 12.2% compared with May 2001.
Magazines posted their first positive results of the year but a number of sectors recorded further declines. National newspapers were down 6.3% on the same month last year while business magazines experienced a fall of 15.1%.
