January 25, 2023
Kantar: Total Ad Revs Up 5%, Spot Rebounds
- by Wayne Friedman , May 26, 2010
U.S advertising tallied strong double-digit gains for television platforms for the first quarter of 2010 -- but still, troubling times remain for magazines and newspapers.
Kantar Media says key TV indicators posted strong gains in the first three months of this year -- with all television ad revenues up 10.5%. The strongest here -- spot TV -- was 22% improved. Network TV was 11.6% higher, while cable TV posted a 8.2% gain. Only national syndication took a hit: off 13.2%.
Total advertising expenditures in the first quarter of 2010 rose 5.1% from a year ago and finished the period at $31.3 billion.
While spot TV sellers had reason to rejoice, these gains should be viewed in comparison to the steep 20% declines of a year ago -- much more than all other media on average.
Magazines dropped 3.2% for the first quarter of 2010. By way of comparision, these losses are not as bad as the big double-digit declines of a year ago. The Sunday magazine supplement was the lone magazine segment that showed an uptick -- at 13.7%.
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Newspapers went much the same direction as magazines -- down 3.7% for the period. National newspapers did see a hike over the same period in 2009 -- with a healthy 9.1% rise.
Other media claimed good results. Internet display advertising was up 5% for the period, and radio had an even better 7.4% increase. Outdoor advertising was virtually flat, with a 0.4% slip.
Among individual advertisers, Kantar Media said Procter & Gamble remained as the largest advertiser for the U.S., with $772.6 million in ad spending; it had an increase of 17.7% versus a year ago. Kantar says the company continues to shift budgets toward magazines and away from television.
AT&T grew 26.7% to $576.4 million, while General Motors ad spending improved by almost one-third, at 28.5% to $533.7 million.
Automotive, still the leading ad category, had the highest growth rate, boosting nearly 19% overall during the period to $3.02 billion, which Kantar said ended a streak of 18 consecutive quarterly declines.
Another category that reversed itself after many periods of decline was financial services -- which rose 10.1% to 42.03 billion. Telecommunications companies also grew 10.6% overall to $2.28 billion.
Rank | Company | Jan - Mar 2010 | Jan - Mar 2009 | |||||
1 | Procter & Gamble Co | $772.6 | $656.5 | |||||
2 | AT&T Inc | $576.4 | $455.0 | |||||
3 | General Motors Corp | $533.7 | $415.5 | |||||
4 | Verizon Communications Inc | $517.2 | $569.1 | |||||
5 | Pfizer Inc | $396.4 | $271.1 | |||||
6 | News Corp | $366.8 | $340.4 | |||||
7 | Johnson & Johnson | $344.1 | $390.3 | |||||
8 | Time Warner Inc | $304.3 | $265.3 | |||||
9 | Walt Disney Co | $267.6 | $303.6 | |||||
10 | General Electric Co | $264.6 | $261.3 | 1.3% | ||||
| TOTAL2 | $4,343.9 | $3,928.0 | 10.6% | ||||
The sum of the individual companies may differ from the Total shown due to rounding. | |
Rank | Category | Jan - Mar 2010 | Jan - Mar 2009 | |||||
1 | Automotive | $3,016.8 | $2,544.6 | 18.6% | ||||
| -- (Manufacturers) | $1,962.1 | $1,634.6 | 20.0% | ||||
| -- (Dealers) | $1,054.7 | $910.0 | |||||
2 | Telecom | $2,276.5 | $2,059.0 | |||||
3 | Financial Services | $2,028.7 | $1,841.9 | |||||
4 | Local Services | $1,895.0 | $1,819.5 | |||||
5 | Miscellaneous Retail2 | $1,668.4 | $1,532.2 | |||||
6 | Food & Candy | $1,600.0 | $1,490.6 | |||||
7 | Direct Response | $1,569.3 | $1,621.5 | |||||
8 | Restaurants | $1,454.5 | $1,411.0 | |||||
9 | Personal Care Products | $1,311.5 | $1,242.6 | |||||
10 | Pharmaceuticals | $1,154.2 | $1,113.7 | 3.6% | ||||
| TOTAL3 | $17,974.8 | $16,676.7 | 7.8% | ||||
Miscellaneous Retail does not include these retail segments: Department Stores, Home Furnishing/Building Supply Stores. | |
The sum of the individual categories may differ from the total due to rounding. | |
