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Internet, cable are hot, says TNS
TNS Media Intelligence says that advertising growth in the US as a relatively stagnant 3% in 2005. It blames caution on both sides of the commercial divide, both among businesses and consumers, for a Q4 tap on the brakes. TNS SVP Jon Swallen went further, saying, "Large blue chip advertisers, as a group, have recently cut back their ad budgets. The growth is currently coming from outside the top 100 marketers." The total spent on advertising in 2005, as measured by TNS, was 143.3B. The greatest growth came from the smallest category - - local magazines - - up 21.3% to 385.5M (it's also the only one of 17 categories under 1B in total revenue). Of the major categories, Internet was up 13.3% and CATV was up 11.4%. The biggest loser was spot TV (minus Hispanic spot), which dropped 9.5%. In fact, it was generally a rough year for television, a fact which is now becoming a standard feature of odd years, with their dearth of election activity and complete absence of Olympic action.
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Ad categories ranked by 2005 revenue
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Category
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2005 Rev
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2004 rev
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% change
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1
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Newspaper (local)
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25,090.50
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24,814.40
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1.10%
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2
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Network TV
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22,455.20
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22,523.40
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-0.30%
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3
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Consumer magazines
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21,688.00
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20,167.40
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7.50%
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4
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Cable TV
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15,874.10
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14,248.80
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11.40%
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5
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Spot TV
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15,529.20
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17,158.70
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-9.50%
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6
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Internet
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8,322.70
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7,343.00
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13.30%
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7
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Local radio
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7,364.90
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7,273.40
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1.30%
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8
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B-to-B magazines
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4,471.00
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4,364.60
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2.40%
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9
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Syndication - national
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4,222.50
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3,930.90
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7.40%
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10
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Spanish lanuguage media
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4,219.20
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3,976.10
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6.10%
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11
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Outdoor
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5,328.80
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3,213.00
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9.80%
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12
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National newspapers
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3,466.70
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3,303.50
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4.90%
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13
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National spot radio
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2,604.10
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2,616.50
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-0.50%
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14
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Sunday magazines
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1,619.50
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1,497.40
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8.20%
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15
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FSIs
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1,441.50
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1,391.90
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3.60%
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16
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Networks radio
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1,000.90
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1,027.80
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-1.70%
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17
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Local magazines
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385.5
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317.7
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21.30%
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Total
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143,293.40
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139168.6
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3.00%
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Revenue in millions
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Source: TNS MEdia Intelligence
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Ad categories ranked by % change
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Category
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2005 Rev
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2004 rev
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% change
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1
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Local magazines
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385.5
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317.7
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21.30%
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2
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Internet
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8,322.70
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7,343.00
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13.30%
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3
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Cable TV
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15,874.10
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14,248.80
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11.40%
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4
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Outdoor
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5,328.80
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3,213.00
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9.80%
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5
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Sunday magazines
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1,619.50
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1,497.40
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8.20%
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6
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Consumer magazines
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21,688.00
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20,167.40
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7.50%
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7
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Syndication - national
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4,222.50
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3,930.90
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7.40%
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8
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Spanish lanuguage media
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4,219.20
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3,976.10
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6.10%
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9
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National newspapers
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3,466.70
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3,303.50
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4.90%
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10
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FSIs
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1,441.50
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1,391.90
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3.60%
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11
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B-to-B magazines
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4,471.00
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4,364.60
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2.40%
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12
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Local radio
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7,364.90
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7,273.40
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1.30%
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13
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Newspaper (local)
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25,090.50
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24,814.40
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1.10%
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14
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Network TV
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22,455.20
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22,523.40
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-0.30%
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15
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National spot radio
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2,604.10
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2,616.50
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-0.50%
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16
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Networks radio
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1,000.90
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1,027.80
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-1.70%
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17
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Spot TV
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15,529.20
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17,158.70
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-9.50%
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Total
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143,293.40
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139168.6
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3.00%
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