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Ad Spending Forecast Reduced by TNS

Jun 13, 2006  •  Post A Comment

Ad spending in 2006 will grow more slowly than expected, according to a revised forecast released Tuesday by TNS Media Intelligence.

Overall ad spending is expected to increase 4.9 percent this year to $150.3 billion, a smaller gain than the 5.4 percent TNS predicted in January.

Amid the overall decline, the prediction for spending on the Internet increased to 13 percent, up from 9.1 percent in the January forecast.

The new report presented a mixed bag for television. The biggest gainer will be Spanish-language media, projected to grow at 13 percent, up from 10.4 percent in the original forecast. Spending on network TV is forecast to grow 6 percent, up from 4.5 percent. Cable TV growth is expected to be 6 percent, down from 8.4 percent. Spot TV will gain 8.9 percent, up from 7 percent and syndicated TV will rise 2.6 percent, compared to 4.8 percent.

The ad-spending predictions for newspapers, radio and business-to-business magazines took hits in the new forecast.