The report, based on an analysis of data from ad tracking firm TNS Media Intelligence, indicates that magazines had a 16.6% share of ad spending in the media monitored by the firm during the first quarter of 2007, up one share point from 15.6% during the first quarter of 2006, and up nearly two share points from 14.7 during the first quarter of 2004.
That makes magazines the fastest growing medium except for the Internet, which grew 1.1 share points to 7.7% of U.S. ad spending during the first quarter of 2007. Importantly, TNS MI's Internet data excludes things like paid search, which would make the medium's share and rate of growth much greater than the display ad spending estimates included in its calculations.
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But when online is taken out of the mix, magazines emerge as the most vital of the major traditional media, according to the MPA's analysis, which shows magazines taking share from all other non-digital media, with the exception of out-of-home.
The biggest share gains appear to be coming at the expense of newspapers, which fell 0.9 point since the first quarter of 2006, and a whopping 3.1 points since the first quarter of 2004. Radio declined 0.1 point since the first quarter of 2006, and 0.8 point since the first quarter of 2004.
And while TV lost share over the past year, declining 0.8 point from the first quarter of 2006, it is actually up 0.8 point since the first quarter of 2004.
MEDIA ADVERTISING SHARE Q1 2007 VS. Q1 2006
Media | Jan-Mar 07 % share | Jan-Mar 06 %share | Share % change |
Total Consumer Mags | 16.6% | 15.6% | 1.0% |
Total TV | 46.2% | 47.0% | -0.8% |
Total Newspaper | 17.9% | 18.7% | -0.9% |
Total Radio | 6.5% | 6.7% | -0.1% |
U.S. Internet | 7.7% | 6.5% | 1.1% |
Outdoor | 2.4% | 2.4% | 0.0% |
Source: TNS Media Intelligence
MEDIA ADVERTISING SHARE Q1 2007 VS. Q1 2004
Media | Jan-Mar 07 % share | Jan-Mar 04 %share | Share % change |
Total Consumer Mags | 16.6% | 14.7% | 1.9% |
Total TV | 46.2% | 45.4% | 0.8% |
Total Newspaper | 17.9% | 21.0% | -3.1% |
Total Radio | 6.5% | 7.3% | -0.8% |
U.S. Internet | 7.7% | 5.6% | 2.1% |
Outdoor | 2.4% | 2.2% | 0.2% |
Source: TNS Media Intelligence