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 changes. |
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-Newspaper refelcts display ads only. |