Monday, March 12, 2012

Kantar Media reports that advertising spending was essentially flat in 2011; cable TV and Internet display lead the way, while magazines spun their wheels

Kantar Media released an advertising expenditure report for 2011 that showed that as an industry as a whole, ad spending was essentially flat, growing 0.8 percent on the year. But cable television enjoyed a good year, growing revenue 7.7 percent, while network TV revenue lost 2.0%.

As a publisher, I am leery of ad revenue reports because of the variables involved, but because the Kantar Media report includes major industry segments, the report does provide a good way to compare mediums.
2011 was not a good year overall as even Internet advertising slowed, growing only 0.4 percent for the year. Paid search even recorded a down year, according to the report, down 2.8 percent, though display did grow a healthy 5.5 percent.

As reported elsewhere, the consumer magazine industry saw advertising slow in the final quarter of last year. According to Kantar Media, consumer magazines ended up 2011 exactly where it ended 2010, while B2B magazines continued to see declines, though less than one percent for the year.

Newspapers were particularly hard hit because not only did they see print advertising fall, but Sunday magazines also declined in 2011, down 7.2 percent (not included in the chart I created here).