US adspend rose by more than 5% during 2003, according to the latest data from Nielsen Media Research, with local media showing the strongest growth throughout the year.
Adspend in local magazines increased by 21% while local newspapers put on 10% during the year. Press was a good performer overall, although national newspapars increased their revenue by just 2.5%. Syndicated TV was up 6.9%, and outdoor rose by 6.4%.
Of the top ten advertisers in the US market, only three saw their levels of spend fall during the year, and overall their budgets rose by 8.2% to $14,912m. Top advertiser Procter & Gamble increased its adspend by 26% during the year, and Nissan, the tenth biggest spent 34% more than in 2002.
The prognosis for the coming year is of continued health. Managing director of Nielsen Monitor-Plus Jeff King said: “Although this accelerated growth rate may be difficult to sustain, we also expect a strong advertising market in 2004, which will be supported by political advertising and the Summer Olympics in Athens.”
2003 vs 2002 US Advertising Growth, By Sector | |
Medium | Year on Year Growth (%) |
Local Magazines | 20.5 |
Local Newspapers | 10.0 |
National Magazines | 9.4 |
Syndicated TV | 6.9 |
Outdoor | 6.4 |
Spot TV | 5.9 |
Spanish-Language TV | 4.9 |
Cable TV | 3.4 |
National Newspapers | 2.5 |
Network Radio | 1.6 |
Spot Radio | 1.5 |
Network TV | 0.2 |
Total | 5.1 |
Source: Nielsen Media Research, February 2004 |