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Second-Quarter Ad Spending Up 2.9%

Sep 6, 2006  •  Post A Comment

After a 5.3 percent gain in the first quarter, ad spending rose just 2.9 percent in the second quarter, leaving the first half up just 4.1 percent to $73 billion, according to TNS Media Intelligence.

First-quarter spending got a big boost from the Olympics. “Excluding the stimulus of special events such as the Winter Olympics and World Cup, we have been tracking steadily within a range of a 2 to 4 percent increase,” said Steven Fredericks, president and CEO of TNS Media Intelligence. “Third- and fourth-quarter political spending will be incremental to this base, helping total-year performance.”

Of the media tracked by TNS, the biggest gainers were Spanish-language media, up 20.5 percent to $2.4 billion, and Internet display advertising, up 18.9 percent to $4.69 billion.

Network TV rose 5.7 percent to $12.3 billion. TNS said that excluding February, when the Olympics were broadcast, spending on network TV rose just 1.2 percent.

National syndication was up 5.7 percent to $2.1 billion, spot TV was up 4.8 percent to $7.7 billion and cable TV was up 2.6 percent to $8.1 billion.