Advertising spending for the first three quarters 2004 rose 8.3% over the same period last year, due to gains across major media, according to preliminary figures released today by Nielsen Monitor-Plus, the advertising intelligence service of Nielsen Media Research.

The pace of ad spending in 2004 continues to escalate. First-half spending grew at a rate of 6%, while third quarter rose 11%, resulting in an overall gain of 8.3% through the end of the third quarter. "Ad spending has consistently grown with each quarter in 2004. This is very encouraging and suggests a strong total-year gain," said Jeff King, managing director of Nielsen Monitor-Plus. "The Summer Olympics, with total spending reaching over $1.8 billion, contributed too much of Network and Cable's increase, while Spot TV was helped by Political advertising.

Through September, Automotive advertising experienced the largest dollar increase, with the Prescription Drug and Quick Service Restaurant categories following. These three categories contributed to an overall increase of $1.25 billion compared to same period last year."

Ad spend increased in almost all reported media, led by television and print. Included for the first time in this analysis, Monitor-Plus reports spending on over 800 trade publications.

Source: Nielsen Monitor-Plus
Note: Spot Radio is monitored in 20 markets; Newspaper reflects display ads onl