Monday, September 13, 2010

Total ad spending up a healthy 5.7% in first half of 2010, newspapers record 19th consecutive quarterly decline

Data released today by Kantar Media shows that U.S. advertising expenditures have risen 5.7 percent in the first half of this year, led by spot television advertising. Newspapers, however, recorded their 19th consecutive quarter of declining ad spending, though national newspapers did record gains.
The report also showed gains for magazines, though both B2B and local magazine segments continued to decline. According to the report, consumer magazine spending "bottomed out in March and the ensuing rebound in page counts helped push half-year spending to a 1.5 percent increase."

The rebound in advertising can be credited, in large part, to the huge increase in automotive advertising. The category has grown 23.4 percent, year-to-date, due in large part to the recovery of the domestic auto industry. Both the financial services and personal care products categories recorded double digit increases in the first half of the year.