• by Jack Loechner , Staff Writer @mp_research, November 22, 2002

Ad Spending Metrics

The Media Daily News noted it as a positive sign, Real Media Riffs observed that local newspapers didn't, in fact, take it on the chin, but here are the tables to make your own conclusions.

According to recent data and analysis from CMR/TNS Media Intelligence, ad spending for the first three quarters of 2002 totaled $84.4 billion, compared to $82.6 billion for the same timeframe in 2001. This year-over-year growth is attributable to several key factors: the elections, the strong upfront sales and a rebound from the September 11 tragedy, when more than $300 million in spending was lost in the television market.

George Shababb, senior vice president CMR/TNS Media Intelligence, says, "We estimate that ad spending for 2002 will reach the 2.5 percent growth forecasted earlier in the year."

Ad Spending by Media ($x000)	Jan - Sept 2001	Jan- Sept 2002	% Change
Newspapers (local)	$13,375,314.61	$14,387,875.61	7.57%
Network TV	$13,425,449.60	$14,374,020.00	7.07%
Spot TV	$10,501,918.66	$12,041,496.02	14.66%
Consumer Magazines	$11,926,800.70	$11,759,225.35	-1.41%
Cable TV	$7,757,505.19	$7,682,008.80	-0.97%
B2B Magazines	$6,433,244.48	$5,313,734.14	-17.40%
Local Radio2	$3,946,237.41	$4,322,820.46	9.54%
Internet3	$4,589,600.50	$3,755,545.70	-18.17%
Syndication-National	$2,405,628.75	$2,122,062.86	-11.79%
National Newspapers	$2,183,015.63	$2,111,574.46	-3.27%
Outdoor	$1,856,241.90	$1,785,488.25 (e)	-3.81% (e)
National Spot Radio	$1,613,491.66	$1,712,164.08 (e)	6.12% (e)
Spanish Lang. Netwrk TV	$1,131,537.70	$1,420,567.80	25.54%
Sunday Magazines	$815,571.09	$896,871.13	9.97%
Network Radio	$622,172.37	$711,255.48	14.32%

Source: CMR/TNS Media Intelligence (e) = Estimate

General Motors Corp. remains the top ad spender for the first three quarters of 2002, even though spending by the auto maker rose a modest 1.8 percent.

Top Ten Ad Spenders ($x000) Company	Jan - Sept 2001	Jan - Sept 2002	% Change
General Motors Corp	$1,539,571.50	$1,567,943.41	1.84%
Procter & Gamble Co	$1,237,611.77	$1,500,172.34	21.22%
AOL Time Warner Inc	$1,033,723.81	$1,060,460.70	2.59%
Ford Motor Co	$928,470.63	$1,006,252.04	8.38%
DaimlerChrysler AG	$956,051.25	$841,050.31	-12.03%
Johnson & Johnson	$686,259.72	$790,949.90	15.26%
Philip Morris Cos Inc	$933,358.92	$772,837.98	-17.20%
Walt Disney Co	$713,566.36	$750,814.87	5.22%
Verizon Communications	$534,125.53	$731,403.82	36.93%
Pfizer Inc	$597,338.73	$688,614.66	15.28%

Source: CMR/TNS Media Intelligence Total ad spending figures by company do not include expenditures for National Spot Radio, Outdoor, Local Radio and Internet