Slight US Advertising Rise In Q1, Signs Of Further Slow Recovery
US media advertising spend saw a very slight increase in Q1 2002, according to figures just released by CMR. Revenue increased by just 0.4% over the same period last year, although it is the first year on year rise since Q1 2001.
Cable TV saw the most substantial decline in ad revenues, dropping 15.9%; syndicated TV followed closely (down 14.4%). The internet, magazines and national newspapers all slipped, declining by 14.2%, 10.6% and 9.3% respectively.
| US ADSPEND BY MEDIUM: Q1 2002 vs. 2001 ($ million) | |||
| Q1 2002 | Q1 2001 | % Change | |
| Network TV | 5,563.7 | 5,218.5 | 6.2% |
| Cable TV | 2,141.2 | 2,482.5 | -15.9% |
| Spot TV | 3,628.8 | 3,539.3 | 2.5% |
| Spanish Network TV | 504.1 | 415.9 | 17.5% |
| Syndication | 709.2 | 811.2 | -14.4% |
| Magazines | 3,293.6 | 3,644.0 | -10.6% |
| Nat. Newspapers | 710.1 | 776.1 | -9.3% |
| Newspapers | 4,688.3 | 4,290.5 | 8.5% |
| Sunday Mags | 303.3 | 267.4 | 11.9% |
| Network Radio | 208.1 | 182.5 | 12.3% |
| Nat. Spot Radio | 474.3 | 433.3 | 8.7% |
| Internet* | 699.1 | 798.0 | -14.2% |
| Outdoor | 581.6 | 549.4 | 5.5% |
| * Figures are based on CMRiÂÂ’s AdNetTrackUS database | |||
| Source: CMR, May 2002 | |||
“With 2001 behind us, ad spending is steadily coming out of its slumber, already showing some signs of recovery for the year,” said David Peeler, president and CEO of CMR. “With the upfront season in full swing [see Myers Upgrades US Ad Forecasts Following Promising Upfronts] and an overall positive first quarter standing, we expect to see modest increases in spending by the third quarter.”