"The second half of the year will be fueled by two major events, the Summer Olympics and the presidential campaign. President Bush and Senator Kerry have already placed a substantial amount of advertising on spot television in key battleground markets," stated Jeff King, managing director of Nielsen Monitor-Plus, adding, "In addition, independent interest groups supporting Kerry contributed a significant amount of ad support for the candidate."
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All of the major media tracked by Monitor-Plus - local magazines, cable TV, national newspapers, network TV, magazines, network radio, spot TV, spot radio, and local newspapers - showed positive growth, but the local magazines, cable TV and national newspapers were especially strong, posting double-digit gains over the first half of 2003.
With a 10.6 percent advertising boost, Procter & Gamble remained the nation's largest advertiser during the first half, with $1.459 billion in spending among the measured media.
General Motors, with $1.215 billion, remained No. 2, but its 7.7 percent rate of growth failed to match auto industry rivals like DaimlerChrysler (+55.9 percent) and Nissan (+21.3 percent). Ford boosted spending 11.6 percent.
The nation's largest advertisers continued to outpace the industry's overall growth, with the top 10 marketers spending more than $8 billion, an 11.3% over the first half of 2003.