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TNS Study Sees Ad Spending Slowing, Shifting to Web

Jun 12, 2007  •  Post A Comment

Advertising spending is expected to increase just 1.7 percent to $152.3 billion, according to a new forecast by TNS Media Intelligence.
TNS had forecast 2.6 percent growth for the year in January and now expects traditional media to post their smallest increases since 2001 as marketers spend more on online media.
Network TV spending will grow just 1.3 percent for the year, TNS said, while syndication will rise 1.2 percent. Cable networks are expected to gain 5.9 percent. A 5.5 percent decline is seen for spot TV, not including Hispanic spot TV.
Spending on the Internet is expected to increase 16 percent.
“The advertising market has moved onto a slower track than we thought possible just six months ago,” said Steven J. Fredericks, president and CEO of TNS. While TNS expects ad spending to pick up somewhat in the second half, “it still appears that total measured expenditures will post their smallest annual gain since the 2001 advertising recession as marketers continue to incrementally scale back their allocations to off-line media in favor of less expensive digital alternatives.”
(Editor: Horowitz)

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