Not surprisingly, TNS projects that the Internet will be the fastest growing ad medium, though at its projected 11.2 percent growth rate, TNS' forecast is among the most conservative for the medium. Other forecasters have projected upwards of 30 percent rates of growth for online ad spending in 2005.
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Television, especially Spanish-language and cable TV networks are the next most dynamic ad media, though TNS also has an especially robust outlook for outdoor and even consumer magazines, which are expected to grow 8.2 percent and 6.1 percent respectively in 2005, faster than the overall rate of ad budget expansion.
Spot TV and the B-to-B magazine marketplace are expected to languish.
Forecasted 2005 Ad Growth By Medium
Internet 11.2%
Spanish Language TV 9.4%
Cable Network TV
9.3%
Outdoor 8.2%
Consumer/Sunday Magazines 6.1%
Syndication TV 5.7%
Newspapers 5.1%
Radio 5.1%
Network TV 2.9%
B-to-B Magazines 1.5%
Spot TV 0.6%
Source: TNS Media Intelligence. Estimates are based on TNSMI
internal analyses .