Despite tough economic conditions, U.S. advertising spending increased in calendar 2007, with particularly significant growth in the Internet category.
According to preliminary figures from Nielsen Monitor-Plus, cross-media ad spending rose an average of 0.6% from 2006, with digital buys up a whopping 18.9%. Also seeing a bump were national magazines (7.6%), outdoor (7.2%), national Sunday supplements (4.9%), national cable TV (2.2%) and Spanish-Language television (1.5%).
“Several traditional media outlets are demonstrating resilience and strong growth in an overall softening economy,” Annie Touliatos, director of product development and marketing, Nielsen Monitor-Plus, said in the company’s report.
Nielsen noted that, despite the bump, growth in U.S. advertising is substantially lower than in other regions of the world. The Asia-Pacific region showed an increase of 12.1%, while Europe-Middle East-Africa grew 5%. Specifically, newspapers, which have declined steadily year-over-year in the U.S., reported growth in every other country covered in the study.
| Change in Ad Spending | |
| Media Category | 2006 vs. 2007 Change (%) |
| Internet | 18.9 |
| National Magazines | 7.6 |
| Outdoor | 7.2 |
| National Sunday Supplements | 4.9 |
| National Cable TV | 2.2 |
| Spanish-Language TV | 1.5 |
| Network TV | -1.5 |
| Local Magazines | -1.7 |
| Spot Radio | -2.0 |
| Spot TV Markets 101-210 | -2.6 |
| Network Radio | -3.9 |
| B-toB Magazines | -4.0 |
| Local Sunday Supplements | -4.9 |
| Spot TV Markets 1-100 | -5.1 |
| Local Newspapers | -7.5 |
| National Newspapers | -7.7 |
| Total Advertising Spending | 0.6 |
| Source: Nielsen Monitor Plus | |
| -Syndicated TV and FSI Coupons were excluded do to methodology changes. |
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| -Newspaper refelcts display ads only. | |