• by Jack Loechner , Staff Writer @mp_research, February 28, 2006

According to the full-year forecast by TNS Media Intelligence, total U.S. advertising spending is expected to increase 5.4 percent in 2006 to $152.3 billion. This solid increase follows the estimated growth of 3.0 percent in 2005, as the U.S. economy continues on a stable course.

Steven J. Fredericks, President and Chief Executive Officer, TNS Media Intelligencek, said "... advertising spending (is expected to) continue on a steady track in 2006 due to several major events, ...the Winter Olympics in the first quarter and the surge of political advertising for the mid-term 2006 elections...additionally, steady economic growth in 2006 will boost CEO confidence, translating into increased rates of total advertising spending..."

While TNS Media Intelligence is forecasting 5.0 percent growth for the first half of 2006, advertising expenditures are expected to increase by 5.7 percent in the second half of the year.

Internet estimates do not include paid search advertising

TNS Media Intelligence projects that television media will achieve a 43.7% share of total measured ad spend in 2006, followed by:

• Magazines (20.5%)
• Newspapers (19.9%)
• Radio (7.5%)
• Internet (6.0%)
• Outdoor (2.4%)

For the complete release, please go here.