Total US ad spend for the first half of 2005 increased 4.5%, compared to the same period in 2004, to 70.5 billion, according to TNS Media Intelligence. The 4.5% first half growth follows a first quarter increase of 4.4%, indicating that the advertising market is maintaining spending.

"The first half ad expenditure numbers demonstrate sustained momentum from the first quarter of the year," said Steven Fredericks, TNS CEO. "The 4.5% growth rate for the period is slightly higher than our forecast of 4.1% issued earlier this year. The advertising market continues to outperform the general economy but the third quarter will be a much more difficult comparison period because of last year's stimulus from the Summer Olympics and national elections."

---

Cable TV continued to be a strong sector, rising 15.3% to 7.9 billion, due to higher unit rates, increases in commercial time and larger audiences. Internet display advertising advanced 9.4% to 3.9 billion, again outpacing the total market. Other strong categories were Outdoor, with a 9.3% increase to 1.6 billion; and Consumer Magazines, with a 9.1% increase to 10.5 billion. By total dollar amount, Local Newspapers and Network TV led all media at 2.2 billion and $11.6 billion, respectively, during the first half.

National media (7.4% growth to 44.9 billion) outpaced local media (0.1% decline to 25.7 billion) during the period. Spot TV expenditures fell 6.1% due to declines in political advertising, non-domestic automotive and telecom.

Advertising Spending by Media: First Half 2005 vs. First Half 2004

MEDIA	Jan-June 2005 (Millions)	Jan-June 2004 (Millions)	% CHANGE
NEWSPAPERS (LOCAL)	$12,238.30	$12,029.00	1.70%
NETWORK TV	$11,692.80	$11,214.10	4.30%
CONSUMER MAGAZINES	$10,500.60	$9,621.80	9.10%
CABLE TV	$7,935.80	$6,881.50	15.30%
SPOT TV	$7,339.30	$7,819.10	-6.10%
INTERNET	$3,961.80	$3,621.90	9.40%
LOCAL RADIO	$3,589.90	$3,537.30	1.50%
B-TO-B MAGAZINES	$2,523.70	$2,461.50	2.50%
SYNDICATION – NATIONAL	$1,994.60	$1,924.90	3.60%
HISPANIC MEDIA	$1,953.40	$1,889.60	3.40%
OUTDOOR	$1,693.90	$1,550.10	9.30%
NATIONAL NEWSPAPERS	$1,688.80	$1,642.10	2.80%
NATIONAL SPOT RADIO	$1,243.30	$1,214.30	2.40%
FSI's	$778.70	$744.20	4.60%
SUNDAY MAGAZINES	$752.80	$698.80	7.70%
NETWORK RADIO	$486.90	$503.60	-3.30%
LOCAL MAGAZINES	$200.00	$160.80	24.40%
TOTAL	$70,574.60	$67,514.60	4.50%