Olympics and Politics Push US Ad Spending Over 102 Billion in First Three Quarters

Olympics and Politics Push US Ad Spending Over 102 Billion in First Three Quarters

Total advertising expenditure for the first nine months of 2004 increased 10.3 percent to $102.4 billion compared to the same time period in 2003, according to data released by TNS Media Intelligence/CMR.

"Throughout 2004, the advertising market has experienced steady, healthy growth with increases in all three quarters," said Steven Fredericks, president and CEO of TNS Media Intelligence/CMR. "As we forecasted earlier in the year, third quarter spending for the Olympics and the political season elevated the volume of overall dollars brought into the advertising market."

Almost all of the media experienced growth throughout the first nine months of the year, with Local Newspapers leading in total dollar spending at $17.7 billion, up 6.6 percent over the same time period in 2003.

Ad Spending by Media: Jan-Sept. 2004 vs. Jan-Sept 2003

MEDIAJan-Sept 2003($Mil)Jan-Sept 2004($Mil)% Change
Newspapers (Local)$16,649.5$17,752.46.6%
Network TV$14,438.2$16,463.114.0%
Consumer Magazines$13,524.3$14,879.010.0%
Spot TV$11,284.0$12,343.39.4%
Cable TV$9,035.2$10,489.516.1%
Local Radio$5,357.1$5,457.01.9%
B-To-B Magazines$3,802.7$3,859.51.5%
Syndication - National $2,471.0$2,898.517.3%
Hispanic Media$2,726.3$2,872.65.4%
National Newspapers$2,238.4$2,454.69.7%
National Spot Radio$1,924.6$1,875.1-2.6%
Sunday Magazines$974.7$1,053.18.0%
Network Radio$735.0$754.22.6%
Local Magazines$234.3$258.510.3%

Source: TNS Media Intelligence/CMR

The top 10 advertisers for the first nine months of 2004 spent $12.6 billion to communicate their messages to the marketplace, a 6.8 percent increase from the same time period in 2003. Procter & Gamble led in spending with a total of $2.1 billion, a 6.7 percent increase. While P&G utilized all major media for their messages, the company spent a good portion of its budget with Network TV, Cable and Consumer Magazines.

Top Ten Ad Spenders: Jan-Sept 2004 Vs. Jan-Sept 2003

CompanyJan-Sept 2003($Mil)Jan-Sept 2004($Mil)% Change
Procter & Gamble Co$1,996.7$2,131.26.7%
General Motors Corp$1,737.1$1,990.314.6%
Time Warner Inc$1,349.8$1,345.0-0.4%
Daimlerchrysler Ag$1,178.9$1,219.63.4%
Verizon Communications Inc $935.1$1,138.621.8%
Ford Motor Co$1,090.8$1,083.5-0.7%
Walt Disney Co$1,042.3$1,079.33.5%
Johnson & Johnson$906.4$933.83.0%
Sbc Communications Inc$833.6$916.49.9%
Altria Group Inc$796.6$836.55.0%

Source: TNS Media Intelligence/CMR

As released on November 1st, the total spending for political messages in 2004 is projected to exceed $1.45 billion.

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