Total advertising expenditures for the first nine months of 2011 were up from a year earlier, according to figures released today by Kantar Media.
Spending was up 1.5%, finishing finished the period at $104.7 billion, Kantar reported.
Growth in spending slowed during the third quarter, the study found, but was still up 0.4 percent from 2010.
Said Jon Swallen, SVP Research at Kantar Media North America: “The cautious optimism for the advertising market at the beginning of 2011 has been replaced by the statistical evidence of progressively slowing growth rates. From +4.1 percent in the first quarter, to +2.8 percent in the second quarter and now a barely palpable +0.4 percent for the July to September period. During Q3, an expanding number of the largest marketers became even more conservative with their ad budgets and these reductions have neutralized the healthy spending growth occurring among mid-sized advertisers.”
Growth in the television sector was led by cable, which saw an increase of 6.5% in the third quarter. Spending for the first nine months overall was up 9.9% in cable.
Kantar reported: “Higher demand from Direct Response advertisers was offset by curtailed spending from auto manufacturers and restaurants” in Q3.
Network television had its first quarterly gain of the year in the third quarter, Kantar noted, inching ahead 0.2%. The study cited higher budgets for movie studios and consumer good marketers. Overall, network was down 5.7% for the first three quarters of 2011, with marquee college football and basketball programming moving to cable.
Spanish-language TV was up 18% in the third quarter and up 14.8% for the three quarters combined.
Spot TV was the only television segment to lose ground in Q3, down 5.7% for the period and down 2.7 for the first nine months of 2011.