Internet adspend in the US (not including search) is predicted to increase by 13% in 2006, according to research by TNS Media Intelligence. The figure is from a revised full year forecast, which adjusts the earlier figure of 9.1% growth in 2006.
Internet adspend reached 19.4% in the first quarter of 2006 (see
Online Adspend Almost $4 Billion In Q1)and its predicted growth will see it moving faster than any other channel.
In addition, the study showed that display advertising on the internet accounts for 6.7% of total ad spend in the US and, although TNS’ figures do not take note of search, they estimate that it accounts for about 50% of total internet advertising.
As other recent studies have shown, the internet is a driving force behind adspend at the moment (see Internet Adspend Likely To Grow For 2006). TNS forecasts overall spending on advertising ion the US this year to grow by 4.9% 2006 to $150.3 billion, a downward revision from their previous forecast of 5.4% growth issued in January.
Steven J. Fredericks, president and chief executive officer of TNS Media Intelligence, said: “Although our revised forecast is downward, total advertising spending is still on track to achieve respectable, moderate gains during 2006. Performance will be sharply delineated along sector lines with internet, Spanish language media and most forms of television registering above average growth rates while radio and print media lag behind.”
| 2006 GROWTH ESTIMATES BY MEDIA |
| |
| |
% CHANGE vs. 2005 |
| Internet1 |
13.00% |
| Spanish Language Media2 |
12.90% |
| Spot TV |
8.90% |
| Outdoor |
7.70% |
| Network TV |
6.00% |
| Cable TV |
6.00% |
| Consumer & Sunday Magazines |
3.60% |
| Syndication TV |
2.60% |
| Radio3 |
2.10% |
| Newspapers4 |
0.20% |
| Business-To-Business Magazines |
-0.30% |
Source: TNS Media Intelligence
1. Internet estimates include display advertising only 2. Spanish Language Media includes Hispanic Network and Cable TV; Hispanic Spot TV; Hispanic Magazines; and Hispanic Newspapers 3. Radio includes Network Radio; National Spot Radio; and Local Radio 4. Newspapers includes Local Newspapers and National Newspapers
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