January 25, 2023
Ad Outlook Cut For Most U.S. Media, Internet, Outdoor, Hispanic Gain
- by Joe Mandese @mp_joemandese, June 13, 2006
"Although our revised forecast is downward, total advertising spending is still on track to achieve respectable, moderate gains during 2006," stated TNS MI President-CEO Steven Fredericks, signaling out TV as nonetheless "registering above average growth rates."
TNS now expects ad spending in the media it measures to rise only 4.9 percent to 150.3 billion for full-year 2006, a downward revision from its original forecast of 5.4 percent growth in January.
Revised 2006 Ad Outlook By Medium | ||
advertisement advertisement Medium | Previous (Jan. 18) | Revised (June 13) |
Hispanic Network Television | +10.40% | +12.9% |
Internet* | +9.10% | +13.0% |
Cable Network Television | +8.40% | +6.0% |
Outdoor | +7.20% | +7.7% |
Spot TV | +7.00% | +8.9% |
Syndication Television | +4.80% | +2.6% |
Network Television | +4.50% | +6.0% |
Newspapers | +4.30% | +0.2% |
Consumer/Sunday Magazines | +4.00% | +3.6% |
Radio | +3.60% | +2.1% |
Business-To-Business Magazines | +1.00% | -0.3% |
Source: TNS Media Intelligence.
The biggest revisions went to the Internet and newspapers, reflecting an ongoing story of migration to the new medium from the older one. TNS revised its Internet projection up to a 13.0 percent growth rate from its earlier forecast of +9.1 percent. Newspapers were downgraded to a 0.2 percent growth rate, down from an original forecast of 4.3 percent. Importantly, TNS' estimates do not include search, and reflect online display advertising.
While most national TV outlets were downgraded, TNS said the biennial surge in political ad spending currently is running ahead of its 2004 record pace, which will lift spot TV spending by 8.9 percent.
Revised 2006 Advertising Outlook: June Vs. January Projections | ||
| Previous (Jan. 18) | Revised (June 13) |
First Half | +5.00% | +4.5% |
First Quarter 2006 | +5.50% | +5.2% |
Second Quarter 2006 | +4.60% | +3.8% |
Second Half 2006 | +5.70% | +5.3% |
Third Quarter 2006 | +4.90% | +4.6% |
Fourth Quarter 2006 | +6.40% | +5.8% |
Full Year 2006 | +5.40% | +4.9% |
