This current analysis provided below proves that Online Internet Advertising is the fastest growing level of media in 2006
New York, NY, September 6, 2006 – Total advertising expenditures in the first six months of 2006 increased 4.1 percent to $73.0 billion as compared to the prior year period, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information.
“Coming off a 5.3 percent gain in the first quarter that was aided by the Winter Olympics, the growth in total ad spending for the second quarter fell back more than expected and finished at 2.9 percent,” said Steven Fredericks, president and CEO of TNS Media Intelligence. “Pro-forma monthly expenditures, excluding the stimulus of special events such as the Olympics and World Cup, have been tracking steadily within a range of a 2 to 4 percent increase. Third and fourth quarter political spending will be incremental to this base, helping total year performance.”
Ad Spending By Media
Spanish Language Media, paced by an enormous surge in June ad spending associated with the World Cup event, rose 20.5 percent to $2.40 billion. Internet display advertising, riding five consecutive quarters of double-digit growth, rose 18.9 percent to $4.69 billion for the half-year.
Expenditures on Network TV advanced 5.7 percent in the first half to $12.28 billion. Excluding February, when the Winter Olympics were telecast, the medium was up 1.2 percent for the remainder of the first half. Consumer Magazines encountered softening demand during the second quarter and finished the half year with a 4.4 percent increase in spending, to $10.90 billion.
Local Newspapers, confronted with over $600 million in reduced automotive spending year-to-date, saw total expenditures erode by 3.9 percent to $11.65 billion. Radio media also lagged, down a combined 1.4 percent to an aggregate of $5.26 billion.
| MEDIA |
Jan-June 2006
(Millions) |
Jan-June 2005
(Millions) |
% CHANGE |
| NETWORK TV |
$12,277.3 |
$11,614.0 |
5.7% |
| NEWSPAPERS (LOCAL) |
$11,645.2 |
$12,120.2 |
-3.9% |
| CONSUMER MAGAZINES |
$10,902.5 |
$10,446.8 |
4.4% |
| CABLE TV |
$8,142.1 |
$7,935.8 |
2.6% |
| SPOT TV2 |
$7,691.8 |
$7,339.3 |
4.8% |
| INTERNET3 |
$4,692.0 |
$3,947.3 |
18.9% |
| LOCAL RADIO4 |
$3,554.3 |
$3,607.3 |
-1.5% |
| SPANISH LANGUAGE MEDIA5 |
$2,400.8 |
$1,992.1 |
20.5% |
| B-TO-B MAGAZINES |
$2,181.9 |
$2,207.0 |
-1.1% |
| SYNDICATION – NATIONAL |
$2,109.1 |
$1,994.6 |
5.7% |
| OUTDOOR |
$1,832.7 |
$1,693.9 |
8.2% |
| NATIONAL NEWSPAPERS |
$1,766.4 |
$1,668.5 |
5.9% |
| NATIONAL SPOT RADIO |
$1,226.0 |
$1,243.3 |
-1.4% |
| FSI's6 |
$954.3 |
$788.9 |
21.0% |
| SUNDAY MAGAZINES |
$891.0 |
$805.4 |
10.6% |
| NETWORK RADIO |
$484.1 |
$486.9 |
-0.6% |
| LOCAL MAGAZINES |
$226.3 |
$204.6 |
10.6% |
| TOTAL |
$72,977.9 |
$70,096.0 |
4.1% |
Source: TNS Media Intelligence
1. Figures are based on the TNS Media Intelligence Stradegy multimedia ad expenditure database across all TNS MI measured media, including: Network TV; Spot TV; Cable TV (44 networks); Syndication TV; Hispanic Network TV; Consumer Magazines (220 publications);,Sunday Magazines (6 publications); Local Magazines (27 publications); Hispanic Magazines (31 publications); Business-to-Business Magazines (419 publications); Local Newspapers (143 publications); National Newspapers (3 publications); Hispanic Newspapers (54 publications); Network Radio; Spot Radio; Local Radio; Internet; and Outdoor. Figures do not include public service announcement (PSA) data.
2. Spot TV figures do not include Hispanic Spot TV data.
3. Internet figures do not include paid search advertising.
4. Local Radio includes expenditures for 34 markets in the U.S.
5. Spanish Language Media includes expenditures from Hispanic Network and Cable TV (Univision, Telemundo, Telefutura and Galavision); Hispanic Spot TV; Hispanic Magazines (35 publications); and Hispanic Newspapers (54 publications).
6. FSI data represents distribution costs only.
7. The sum of the individual media may differ from the total due to rounding.
Share of Spending By Media
The Internet continues to grow its share of total advertising expenditures. For the first half of 2006, the Internet accounted for 6.4 percent of total ad spending, up from 5.6 percent a year ago. Newspapers lost 1.3 share points over this period, slipping to 18.6 percent of expenditures and falling behind magazines
Share of Advertising Spending by Media: First Half 2006 vs. First Half 20058
| MEDIA TYPE |
Jan-June 2006 |
Jan-June 2005 |
| TELEVISION |
44.3% |
43.7% |
| MAGAZINES |
19.6% |
19.6% |
| NEWSPAPERS |
18.6% |
19.9% |
| RADIO |
7.2% |
7.6% |
| INTERNET |
6.4% |
5.6% |
| ALL OTHER |
3.8% |
3.5% |
| TOTAL |
100.0% |
100.0% |
Source of data: TNS Media Intelligence
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