"Total advertising expenditures increased 6.5 percent in 2010 and finished the year at $131.1 billion. … Ad spending during the fourth quarter of 2010 was up 7.0 percent versus last year, propelled by the long-tail of small advertisers outside the Top 1000."
So says well-respected Kantar Media in an announcement.
The announcement adds, "TV ad spending remained robust through year end. Spot TV expenditures jumped 24.2 percent in 2010 due to the biennial surge in political advertising, a revived automotive category and a pronounced budget allocation shift among retail bank advertisers. Spanish Language TV spending rose 10.7 percent, assisted by the World Cup event. Higher sell out levels helped lift Cable TV expenditures by 9.8 percent and healthy demand from CPG marketers and credit card companies pushed Network TV spending ahead by 5.3 percent."
Said Jon Swallen, the former media agency research guru who is now Kantar’s senior vice president of research, according to the announcement., "The feel good headline is the ad economy grew by 6.5 percent in 2010. The more comprehensive assessment is that increased spending has not benefited all sectors equally. While television media have recouped their losses from the 2009 advertising downturn, several other large segments are still 15 to 20 percent below their 2008 peaks.”
Please click here to find Kantar’s Must-See (and print out) full-year 2010 charts on: Percent Change in Ad Spending by Media Sector; Top 10 Advertisers; Ad Spending by Category; Branded Entertainment Stats