Commentary
Final, Final. Ad Spending in 2004
- by Jack Loechner , Staff Writer @mp_research, March 18, 2005
Yet another year-end wrap up to fortify the previous conclusions that total advertising expenditures for all media in 2004 increased 9.8 percent to $141.1 billion compared to 2003, according to data released today by TNS Media Intelligence
Steven J. Fredericks, president and chief executive officer, TNS Media Intelligence described gains in almost all forms of media. He said “Advertising spending expanded steadily throughout 2004 and has now grown at a faster rate than the general economy in nine of the last 10 quarters.”
Almost all of the media measured by TNSMI experienced growth throughout the year, with the Internet, Outdoor, Cable TV and National Syndication showing the strongest gains. Local Newspapers led in dollar spending for 2004. The Internet showed the most robust year-over-year gain for 2004. Outdoor advertising increased 20.1 percent.
Ad Spending by Media: Full Year 2004 vs. 2003 | |||
Media | Full Year 2004 (MM) | Full Year 2003 (MM) | % Change |
Newspapers (Local) | $24,555.50 | $23,018.50 | 6.70% |
Network Tv | $22,522.40 | $20,340.60 | 10.70% |
Consumer Magazines | $21,292.20 | $19,145.90 | 11.20% |
Spot Tv2 | $17,305.40 | $15,499.20 | 11.70% |
Cable Tv3 | $14,248.80 | $12,521.60 | 13.80% |
Internet | $7,441.50 | $6,131.90 | 21.40% |
Local Radio4 | $7,330.50 | $7,250.40 | 1.10% |
B-To-B Magazines | $5,214.10 | $5,125.60 | 1.70% |
Syndication - National | $3,930.90 | $3,395.80 | 15.80% |
Hispanic Media5 | $3,888.60 | $3,713.80 | 4.70% |
National Newspapers | $3,255.20 | $3,053.10 | 6.60% |
Outdoor | $3,213.00 | $2,674.40 | 20.10% |
National Spot Radio | $2,616.50 | $2,635.20 | -0.70% |
Sunday Magazines | $1,497.40 | $1,383.80 | 8.20% |
Fsi's | $1,391.60 | $1,317.20 | 5.60% |
Network Radio | $1,027.80 | $1,000.70 | 2.70% |
Local Magazines | $360.20 | $325.40 | 10.70% |
Total | $141,091.70 | $128,533.00 | 9.80% |
Source: TNS Media Intelligence | |||
Procter and Gamble was once again the leading advertiser in spending for 2004. Other leading spenders include General Motors, Time Warner,Verizon Communications, and Ford Motor Company. Overall, the top 10 advertisers represented 13.6 percent of total advertising expenditures in 2004.
Top Ten Ad Spenders: Full Year 2004 vs. 2003 | |||
Company | Full Year 2004 (MM) | Full Year 2003 (MM) | % Change |
Procter & Gamble Co | $2,915.10 | $2,713.30 | 7.40% |
General Motors Corp | $2,802.60 | $2,385.70 | 17.50% |
Time Warner Inc | $2,062.30 | $1,953.50 | 5.60% |
Sbc Communications Inc | $1,967.70 | $1,945.80 | 1.10% |
Daimlerchrysler Ag | $1,825.30 | $1,652.40 | 10.50% |
Ford Motor Co | $1,643.50 | $1,455.30 | 12.90% |
Verizon Communications Inc | $1,624.90 | $1,278.30 | 27.10% |
Walt Disney Co | $1,484.10 | $1,511.30 | -1.80% |
Johnson & Johnson | $1,289.30 | $1,187.60 | 8.60% |
News Corp Ltd | $1,129.20 | $1,007.70 | 12.10% |
Total | $18,744.20 | $17,090.90 | 9.70% |
Source: TNS Media Intelligence | |||
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Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.