CMR Says Ad Spend Up

Advertising spending for all media rose 2.2% for the first three quarters of 2002 compared to the same period a year ago, according to a new report by CMR/TNS Media Intelligence. It says they’re on target for the 2.5% growth for 2002 predicted earlier this year.

Ad spending in 2002 totaled $84.4 billion through Sept. 30, compared to $82.6 billion through Sept. 30, 2001.

The big winners were spot and network TV, local newspapers, local, national spot radio and network radio. Sunday magazines also gained and Spanish language network TV showed a 25% jump. Not doing so well were business-to-business magazines, the Internet and national syndication. National newspapers and outdoor also feel and both cable TV and consumer magazines registered slight decreases.

CMR/TNS Media Intelligence says the growth was the result of the midterm elections, strong upfront sales and a rebound from Sept. 11, when more than $300 million in TV spending was lost.

Spot TV rose 14.66% from $10.5 billion in 2001 to $12.04 billion this year. Local newspapers rose 7.57% from $13.37 billion to $14.38 billion. Network TV rose 7.07% from $13.42 billion to $14.37 billion. Local radio, which includes expenditures for 30 markets, rose 9.54% from $3.94 billion to $4.32 billion. National spot radio rose 6.12% from $1.61 billion to $ 1.71 billion. Sunday magazines rose 9.97% from 815.57 million to $896.87 million. Network radio rose 14.32% from $622.17 million to $711.25 million.

Spanish-language TV registered the largest increase, rising 25.54% from $1.13 billion in the first nine months of 2001 to $1.42 billion by the end of September this year.

The largest recorded drop was in the Internet sector, where ad spending fell 18.17%, from $4.58 billion to $3.75 billion. Business-to-business magazines dropped 17.40% from $6.43 billion to $5.31 billion. National syndication dropped 11.79% from $2.4 billion to $2.12 billion. National newspapers fell 3.27% from $2.18 billion to $2.11 billion. Outdoor declined 3.81% from $1.85 billion to $1.78 billion. Consumers magazines fell 1.41% from $11.92 billion to $11.75 billion. Cable TV also fell slightly, just under 1%, from $7.57 billion to $7.68 billion.

“Compared to the depressed levels of 2001, we have seen ad spending rebounding nicely,” says George Shababb, senior vice president of CMR/TNS Media Intelligence. He reiterated CMR/TNS Media Intelligence’s earlier prediction of a 2.5% overall rise in media spending.

“This is due to the additional ad dollars that were spent in November to support the final election push and the upcoming holiday season,” he says.

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