There were further indications of a mini-recovery in the US advertising market yesterday as Nielsen Monitor-Plus revealed that spend for the first nine months of 2002 had increased by 3.8% year-on-year.
Total expenditure for the year to September rose to $69.3 billion from $66.7 billion in 2001 as eight of the eleven media sectors measured reported increases in adspend.
The most improved category was local newspapers which saw revenues increase by 9.5%. Network TV experienced an 8% rise while network radio was up 7%. However, national newspapers were down 9.3% and syndicated TV fell by 8.7%. The internet sector remains weak but has rallied in the second half of the year and revenues are down just 1% on this stage in 2001.
Last week, CMR released figures which claimed that total adspend had increased by 2.2% in the first three quarters of 2002 (see US Adspend Up By $2 Billion Through Third Quarter)
