U.S. Ad Spend Rose 0.6% in 2007, Nielsen Says

Mar 31, 2008  •  Post A Comment

Despite tough economic conditions, U.S. advertising spending increased in calendar 2007, with particularly significant growth in the Internet category.

According to preliminary figures from Nielsen Monitor-Plus, cross-media ad spending rose an average of 0.6% from 2006, with digital buys up a whopping 18.9%. Also seeing a bump were national magazines (7.6%), outdoor (7.2%), national Sunday supplements (4.9%), national cable TV (2.2%) and Spanish-Language television (1.5%).

“Several traditional media outlets are demonstrating resilience and strong growth in an overall softening economy,” Annie Touliatos, director of product development and marketing, Nielsen Monitor-Plus, said in the company’s report.

Nielsen noted that, despite the bump, growth in U.S. advertising is substantially lower than in other regions of the world. The Asia-Pacific region showed an increase of 12.1%, while Europe-Middle East-Africa grew 5%. Specifically, newspapers, which have declined steadily year-over-year in the U.S., reported growth in every other country covered in the study.

Change in Ad Spending
Media Category 2006 vs. 2007 Change (%)
Internet 18.9
National Magazines 7.6
Outdoor 7.2
National Sunday Supplements 4.9
National Cable TV 2.2
Spanish-Language TV 1.5
Network TV -1.5
Local Magazines -1.7
Spot Radio -2.0
Spot TV Markets 101-210 -2.6
Network Radio -3.9
B-toB Magazines -4.0
Local Sunday Supplements -4.9
Spot TV Markets 1-100 -5.1
Local Newspapers -7.5
National Newspapers -7.7
Total Advertising Spending 0.6
Source: Nielsen Monitor Plus
-Syndicated TV and FSI Coupons were excluded do to methodology
-Newspaper refelcts display ads only.


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