• by Paul Gough , June 3, 2004

Total ad expenditures rose by nearly double digit rates during the first quarter, according to estimates released this morning by a leading ad tracking firm, another sign that the rosy outlook for 2004 seems to be right on the money.

First-quarter advertising jumped 9.6 percent to $31.5 billion compared to the same period a year ago, according to media measurement service TNS Media Intelligence/CMR. Most of the media showed an upturn in the quarter ended March 31. Some outperformed the average, including the Internet as well as syndicated, cable and network TV. National newspapers had a strong quarter as well, according to TNS Media Intelligence/CMR.

Network TV saw ad expenditures rise 11.5 percent to $5.63 billion, part of a strong performance by television in general. Cable rose 16.3 percent to $2.97 billion and national syndication rose 16.7 percent in the quarter to $947 billion. Spot TV rose 8.9 percent to $3.87 billion in the quarter.

The Internet showed the highest increase in growth although it was coming from a smaller base. Advertisers spent $1.88 billion on the Internet in the first quarter, up 28.1 percent from a year ago.

National newspapers rose 14.6 percent in the first quarter while local newspapers came up with a 7.2 percent increase.