Articles

11.1.2011 US ad recovery strengthens

The US advertising recovery is continuing to strengthen, as brand owners like Procter & Gamble, AT&T and General Motors boost their spending. Research firm Kantar Media reported that expenditureduring the first nine months of 2010 rose 6.4% year-on-year to $94.1bn. This included an 8.7% improvement in Q3, the most sizeable increase since 2004. More specifically, television delivered a 10.5% surge from January to September, with traditional networks up 6.1%, a total reaching 9% regarding their cable counterparts, and 11.9% covering spot TV. Spanish-language broadcasters saw 11.9% growth, but syndicated national demand slumped 8.3%.

Magazines experienced a 2.6% expansion, peaking at 8.1% for Sunday titles and 5.2% in Spanish-language publications, while business-to-business and local offerings observed further declines. Newspapers posted a 2.9% contraction, as the 6.8% gain for the nationals – especially the Wall Street Journal – was offset by a 4.4% dip among the local press. Elsewhere, internet display returns climbed 7.7%, radio enjoyed a 6.2% increase and outdoor sales rose 7.3%.

B.L. 11.1.2011