CMR/TNS reports that total ad spending for 2002 came in at $117.3 billion, compared to $112.5 billion in 2001. The growth is a result of “a strong second half reflecting the vibrant network upfront, the elections and holiday spending,” according to Steven Fredericks, president and CEO of CMR.
The broadcast sector had a decent year, closing 8.4% higher than 2001, with revenues of $60.9 billion; within that, television grew by 7.8%.
The print sector was less strong, with the poor B2B market (down 13.9%) dragging down the combined print growth to just 1.6%. Internet spend was also weak, down by 11.9%.
| US Advertising Spend By Medium ($m) |
| |
|
|
|
| |
2001 |
2002 |
Change |
| Broadcast |
|
|
|
| Network TV |
$18,638 |
$20,016 |
7.4% |
| Spot TV |
$14,347 |
$16,358 |
14.0% |
| Cable TV |
$10,297 |
$10,594 |
2.9% |
| Syndication – national |
$3,192 |
$2,946 |
-7.7% |
| Spanish language network |
$1,617 |
$1,946 |
20.4% |
| Local radio |
$5,060 |
$5,590 |
10.5% |
| National spot radio |
$2,167 |
$2,452 |
13.2% |
| Network radio |
$835 |
$966 |
15.7% |
| TOTAL BROADCAST |
$56,152 |
$60,867 |
8.4% |
| Print |
|
|
|
| Consumer magazines |
$16,503 |
$16,794 |
1.8% |
| B2B magazines |
$8,398 |
$7,227 |
-13.9% |
| Sunday magazines |
$1,143 |
$1,264 |
10.6% |
| Local newspapers |
$18,430 |
$20,092 |
9.0% |
| National newspapers |
$2,947 |
$2,811 |
-4.6% |
| TOTAL PRINT |
$47,421 |
$48,188 |
1.6% |
| Internet |
$6,518 |
$5,740 |
-11.9% |
| Outdoor |
$2,456 |
$2,475 |
0.8% |
| GRAND TOTAL |
$112,548 |
$117,271 |
4.2% |
| Source: CMR/TNS Media Intelligence, March 2003 |
The figures show a stronger growth in local advertising than national. “This reflects the impact of state and local elections in 2002, along with increased spending in select categories (namely automotive, telecommunications, and restaurants) that typically do more spending on a local basis,” says CMR.
| 2002 Local And National US Advertising ($m) |
| |
|
|
|
| |
2001 |
2002 |
Change |
| National advertising |
$74.7 |
$75.3 |
0.7% |
| Local advertising |
$37.8 |
$42.0 |
11.1% |
| Source: CMR/TNS Media Intelligence |
By way of comparison, analysts at Merrill Lynch last month predicted that US advertising would rise by just 1.8% in 2002 (see Merrill Lynch Lowers Global Advertising Forecast). Figures from Nielsen Media Research, meanwhile, put 2002 growth at 5.9% (see US Advertising Grows Almost 6% In 2002, Reports Nielsen Monitor-Plus).
