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 (%)|
|National Sunday Supplements||4.9|
|National Cable TV||2.2|
|Spot TV Markets 101-210||-2.6|
|Local Sunday Supplements||-4.9|
|Spot TV Markets 1-100||-5.1|
|Total Advertising Spending||0.6|
|Source: Nielsen Monitor Plus|
|-Syndicated TV and FSI Coupons were excluded do to methodology
|-Newspaper refelcts display ads only.|