US ad spend dropped 0.3% in first half of 2007
Total ad expenditures in the first half of 2007 slipped by 0.3% to 72.59 billion versus the same period in 2006, according to TNS Media Intelligence. Television was hardly alone in taking a hit, while online ad spending continued to grab share. Internet display advertising maintained its growth leadership position, registering a 17.7% increase to 5.52 billion in spend. Consumer magazines posted a 6.9% gain to 11.50 billion in advertising. Outdoor was up 3.6% to 1.90 billion and Cable TV followed with a 2.8% increase to 8.38 billion. Broadcast TV continued to experience weakness in Q2 and turned in significant half-year declines. Network TV spend fell 3.6% to 11.84 billion, while ad spending on Spot TV dropped 5.4% to 7.29 billion. Syndication TV was down 5.3% to 2.00 billion.
Newspaper and radio also saw widening losses during Q2. For the half-year period, ad spending in Local papers plunged 5.7% to 11.09 billion on a reduction of 4.7% in space sold. Marketers lowered their radio ad budgets by 2.7%, to a total of 5.14 billion.
During the first half, the top 10 advertisers spent a combined total of 9.0 billion, a reduction of 2.2% from last year. Q2 spending for this select group was up slightly, rebounding from a steep 5.1% decline during the first three months.
Advertising Spending by Media:
First Half 2007 vs. First Half 2006 1
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MEDIA
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Jan-June 2007 (Millions)
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Jan-June 2006 (Millions)
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% CHANGE
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TELEVISION MEDIA
|
$31,627.7
|
$32,396.0
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-2.4%
|
|
· NETWORK TV 2
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$11,835.9
|
$12,277.5
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-3.6%
|
|
· CABLE TV
|
$8,379.0
|
$8,148.7
|
2.8%
|
|
· SPOT TV 3
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$7,287.6
|
$7,706.6
|
-5.4%
|
|
· SPANISH LANGUAGE TV
|
$2,127.5
|
$2,154.0
|
-1.2%
|
|
· SYNDICATION - NATIONAL
|
$1,997.7
|
$2,109.1
|
-5.3%
|
|
MAGAZINE MEDIA 4
|
$14,551.7
|
$13,913.4
|
4.6%
|
|
· CONSUMER MAGAZINES
|
$11,501.9
|
$10,756.2
|
6.9%
|
|
· B-TO-B MAGAZINES
|
$1,858.9
|
$2,003.7
|
-7.2%
|
|
· SUNDAY MAGAZINES
|
$860.0
|
$824.3
|
4.30%
|
|
· LOCAL MAGAZINES
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$228.5
|
$238.6
|
-4.2%
|
|
· SPANISH LANGUAGE MAG
|
$102.4
|
$90.6
|
13.1%
|
|
NEWSPAPER MEDIA
|
$12,916.6
|
$13,710.1
|
-5.8%
|
|
· NEWSPAPERS (LOCAL)
|
$11,091.1
|
$11,763.7
|
-5.7%
|
|
· NATIONAL NEWSPAPERS
|
$1,653.5
|
$1,766.5
|
-6.4%
|
|
· SPANISH LANGUAGE NEWSP
|
$172.0
|
$179.9
|
-4.4%
|
|
INTERNET 5
|
$5,519.0
|
$4,690.4
|
17.70%
|
|
RADIO MEDIA
|
$5,139.8
|
$5,280.5
|
-2.7%
|
|
· LOCAL RADIO 6
|
$3,516.2
|
$3,570.4
|
-1.5%
|
|
· NATIONAL SPOT RADIO
|
$1,161.0
|
$1,226.0
|
-5.3%
|
|
· NETWORK RADIO
|
$462.6
|
$484.1
|
-4.4%
|
|
OUTDOOR
|
$1,903.9
|
$1,838.4
|
3.6%
|
|
FSIs 7
|
$934.7
|
$954.3
|
-2.1%
|
|
TOTAL 8
|
$72,593.4
|
$72,783.0
|
-0.3%
|
Source: TNS Media Intelligence
1. Figures are based on the TNS Media Intelligence Stradegy(tm) multimedia ad expenditure database across all TNS MI measured media, including: Network TV; Spot TV; Cable TV (45 networks); Syndication TV; Hispanic Network TV; Consumer Magazines (215 publications);,Sunday Magazines (6 publications); Local Magazines (29 publications); Hispanic Magazines (33 publications); Business-to-Business Magazines (379 publications); Local Newspapers (145 publications); National Newspapers (3 publications); Hispanic Newspapers (52 publications); Network Radio; Spot Radio; Local Radio; Internet; and Outdoor. Figures do not include public service announcement (PSA) data.
2. Network TV figures include the CW and MyTV networks, both of which launched in Sept 2006.
3. Spot TV figures do not include Hispanic Spot TV data.
4. Magazine media includes Publishers Information Bureau (PIB) data
5. Internet figures do not include paid search or broadband video advertising.
6. Local Radio includes expenditures for 34 markets in the U.S. as provided by Miller Kaplan Arase
7. FSI data represents distribution costs only.
8. The sum of the individual media may differ from the sub-totals or grand total due to rounding.
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