Steven J. Fredericks, president, TNS Media Intelligence, said "É This positive growth is a strong indicator regarding the overall state of the ad industry. As the economic recovery continues, all leading categories of media will see improvement in advertising spending, with the Internet, Spanish language television and Cable Network TV showing the strongest year over year gains."
TNS Media Intelligence is predicting quarter-by-quarter growth, with the second half of the year expected to be slower due to the absence of major events, including the Olympics and the Presidential elections.
Quarterly Growth Estimates
|Time Period||% Change Vs. 2004|
|First Half 2005||6.9%|
|First Quarter 2005||6.6%|
|Second Quarter 2005||7.1%|
|Second Half 2005||3.5%|
|Third Quarter 2005||2.0%|
|Fourth Quarter 2005||4.7%|
|Full Year 2005||5.1%|
The forecast highlights the fact that advertisers are continuing to expand their investment in the Internet, which TNS Media Intelligence predicts will grow 11.2 percent. Spanish Language TV and Cable Network TV will also see increases, at 9.4 percent and 9.3 percent respectively, in a year in which all leading media will experience growth.
Growth Estimates For 2005 By Media
|Media||% Change Vs. 2004|
|Spanish Language TV||9.4%|
|Cable Network TV||9.3%|
|Consumer & Sunday Magazines||6.1%|
And, eMarketer's latest data for advertising spending predicts that, in 2005, total media ad spending will rise to $278.5 billion, with the online segment accounting for $11.5 billion in spending, or 4.1% of the total.
US Online and Total Media Ad Spending (billion dollars
and online as % of total media)
|Year||Online (billion $)||Total (billion $)||Online % Total|