Olympics, Elections To Push 2006 Ad Spend Growth
According to the full-year forecast by TNS Media Intelligence, total U.S. advertising spending is expected to increase 5.4 percent in 2006 to $152.3 billion. This solid increase follows the estimated growth of 3.0 percent in 2005, as the U.S. economy continues on a stable course.
Steven J. Fredericks, President and Chief Executive Officer, TNS Media Intelligencek, said "... advertising spending (is expected to) continue on a steady track in 2006 due to several major events, ...the Winter Olympics in the first quarter and the surge of political advertising for the mid-term 2006 elections...additionally, steady economic growth in 2006 will boost CEO confidence, translating into increased rates of total advertising spending..."
While TNS Media Intelligence is forecasting 5.0 percent growth for the first half of 2006, advertising expenditures are expected to increase by 5.7 percent in the second half of the year.
|
2006 Total Ad Expenditures(Quarterly Growth Estimates |
|
|
|
% Change Vs. 2005 |
|
First Half 2006 |
5.00% |
|
First Quarter 2006 |
5.50% |
|
Second Quarter 2006 |
4.60% |
|
Second Half 2006 |
5.70% |
|
Third Quarter 2006 |
4.90% |
|
Fourth Quarter 2006 |
6.40% |
|
Full Year 2006 |
5.40% |
|
Source: TNS Media Intelligence( |
|
|
2006 Growth Estimates By Media |
|
|
|
% Change Vs. 2005 |
|
Hispanic Network Television |
10.40% |
|
Internet |
9.10% |
|
Cable Network Television |
8.40% |
|
Outdoor |
7.20% |
|
Spot Tv |
7.00% |
|
Syndication Television |
4.80% |
|
Network Television |
4.50% |
|
Newspapers |
4.30% |
|
Consumer & Sunday Magazines |
4.00% |
|
Radio |
3.60% |
|
Business-To-Business Magazines |
1.00% |
|
Source: Tns Media Intelligence |
|
Internet estimates do not include paid search advertising
TNS Media Intelligence projects that television media will achieve a 43.7% share of total measured ad spend in 2006, followed by:
- Magazines (20.5%)
- Newspapers (19.9%)
- Radio (7.5%)
- Internet (6.0%)
- Outdoor (2.4%)
For the complete release, please go here.
JACK LOECHNER
Center for Media Research
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