Politics to Lead Second Half 2006 Ad Spend
Though found in a variety of places, this Ad Spending forecast from TNS Media Intelligence in June is a valuable data reference document. The current report shows that total U.S. advertising spending is expected to increase 4.9 percent in 2006 to $150.3 billion. This is a downward revision from the company's prior forecast of 5.4 percent growth issued in January.
The first half of 2006 is projected to register a 4.5 percent gain, says the report, while the second half of the year is expected to advance by 5.3 percent, led by robust levels of political advertising.
Steven J. Fredericks, President and Chief Executive Officer, TNS Media Intelligence, said "Although our revised forecast is downward, total advertising spending is still on track to achieve respectable, moderate gains during 2006. Performance will be sharply delineated along sector lines with Internet, Spanish Language Media and most forms of television registering above average growth rates while radio and print media lag behind."
|
2006 Total Ad Expenditures(Quarterly Growth (Estimates) |
|
|
Time Period |
% Change Vs. 2005 |
|
First Half 2006 |
4.5% |
|
First Quarter 2006 |
5.2% (actual) |
|
Second Quarter 2006 |
3.8% |
|
Second Half 2006 |
5.3% |
|
Third Quarter 2006 |
4.6% |
|
Fourth Quarter 2006 |
5.8% |
|
Full Year 2006 |
4.9% |
|
Source: TNS Media Intelligence |
|
|
2006 Growth Estimates By Media |
|
|
|
% Change Vs. 2005 |
|
Internet |
13.00% |
|
Spanish Language Media |
12.90% |
|
Spot TV |
8.90% |
|
Outdoor |
7.70% |
|
Network TV |
6.00% |
|
Cable TV |
6.00% |
|
Consumer & Sunday Magazines |
3.60% |
|
Syndication TV |
2.60% |
|
Radio |
2.10% |
|
Newspapers |
0.20% |
|
Business-To-Business Magazines |
-0.30% |
|
Source: TNS Media Intelligence |
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For more about TNS Media Intelligence, please visit here.
JACK LOECHNER
Center for Media Research
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