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Biz Briefs: Ad Spending Up in 2006

Dec 18, 2006  •  Post A Comment

Ad spending is up 5.1 percent in the first three quarters of 2006, according to Nielsen Monitor-Plus.

Nielsen last Tuesday reported its latest figures, which showed spending on the Internet is up 49.2 percent from a year ago. Spanish-language television also showed a big gain, growing 16.6 percent.

Spot TV in markets 1 through 100 showed a 7.4 percent average increase, network TV was up 4.1 percent, national edged up 1.3 percent and spot TV in the smaller markets was up just 0.6 percent.

“The recent midterm elections have contributed significantly in increased ad spending in the top 100 television markets, and because all the political ads were local, it led to an uplift in spot TV ad revenues, particularly in the third quarter,” said Jeff King, managing director of Nielsen Monitor-Plus. -Jon Lafayette

Local TV Ad Sales Rose 10.4 Percent in Q3

Fueled by political advertising, local television advertising revenue rose 10.4 percent in the third quarter of 2006 compared with a year ago, according to an analysis of estimates from TNS Media Intelligence released by the Television Bureau of Advertising.

The government and organizations category was up 182.1 percent from 2005, according to the study released Thursday.

“While the increase in political dollars has received much attention in the media, it should be noted that local broadcast television posted gains in many large ad categories,” said Susan Cuccinello, senior VP of research for the Television Bureau of Advertising.

For example, automotive rose 9.7 percent, telecommunications surged 30.2 percent, financial was up 4.3 percent, and schools, colleges and camps increased 18.8 percent.

The biggest increase in spending among the top 10 local broadcast advertisers was a 133.5 percent jump posted by AT&T.

-Jon Lafayette