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US Advertising Recovers in First Half 2003
September 8 2003

 

The US advertising market grew strongly in the first half of 2003, according to data from TNS Media Intelligence/CMR. The total of $61.6 billion in ad expenditures for the 6 months represent an increase of 6.8 percent as compared to the first half of 2002. Fifteen out of sixteen measured media experienced growth with Network TV the only exception.

Six media (Local Newspapers, Consumer Magazines, Cable TV, Internet, Syndication and Spanish Language TV) show double-digit percentage gains compared to the first half of 2002. Overall, advertising in the broadcast sector increased 4.7 percent to $31.3bn and print advertising was up 8.6 percent to $25.8bn.

'These first half results are further evidence that the ad recovery is well underway and that 2003 will be a very healthy year for the advertising marketplace', said Steven Fredericks, president and CEO, TNS Media Intelligence/CMR.

Cable TV posted the highest growth for the half - up to $5.7 billion, an increase of 16.7 percent, and there were also strong increases for Syndication, Spanish Language Network TV and the Internet.

Ad Spending by Media: First Half 2003 vs, First Half 20021

MediaFirst Half 2002 ($ Millions)First Half 2003($ Millions)% Change
Broadcast
Network TV10,388.010,351.2-0.4
Spot TV7,562.67,574.20.2
Cable TV4,894.75,710.516.7
Local Radio3,113.13,245.44.2
Syndication-National1,414.31,637.615.8
National Spot Radio1,119.91,218.08.8
Spanish Language Network TV959.21,107.415.4
Network Radio467.6480.22.7
Total For Broadcast29,919.431,324.44.7
Print
Newspapers (Local)9,623.010,715.411.4
Consumer Magazines7,770.28,589.910.5
B-To-B Magazines4,263.54,339.51.8
National Newspapers1,413.51,428.01.0
Sunday Magazines615.5661.57.5
Local Magazines148.6154.53.9
Total For Print23,834.225,888.88.6
Internet2,776.53,201.315.3
Outdoor1,191.31,254.45.3
Grand Total57,721.561,668.96.8

Source: TNS Media Intelligence/CMR

Automotive, packaged goods and entertainment advertisers were the biggest spenders.General Motors was the top spender with $1.27bn, but second placed Procter & Gamble very nearly overtook them with a 30.7% rise to $1.26 bn. DaimlerChrysler's spend grew 26.9 per cent to $757.7 m and Johnson & Johnson 21.2 % to $611.2 m.Four other advertisers in the top ten showed double-digit percentage gains in spending.

Top Ten Ad Spenders: First Half 2003 vs. First Half 2002

COMPANYFirst Half 2002
($ Millions)		First Half 2003
($ Millions)		% Change
General Motors Corp1,150.31,271.410.5
Procter & Gamble Co967.01,264.430.7
AOL Time Warner Inc921.2965.74.8
Daimlerchrysler Ag596.9757.726.9
Ford Motor Co627.4705.412.4
Walt Disney Co529.9632.519.4
Johnson & Johnson504.2611.221.2
Verizon Communications555.2581.74.8
Altria Group Inc559.1558.4-0.1
Pepsico Inc445.8513.815.3
Total$6,857.0$7862.214.7%

Source: TNS Media Intelligence/CMR

Figures are based on the TNS Media Intelligence/CMR Stradegy2 multimedia ad expenditure database, using tracking technologies which collect occurrence and expenditure data for more than 1.7million brands over 16 media. Figures do not contain public service announcement (PSA) data. Local Radio includes expenditures for 32 markets in the U.S. provided by Miller Kaplan.

Further information is available from www.tnsmi-cmr.com



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