Total U.S. measured advertising spending is projected to increase 4.2% in 2008, according to the full-year forecast released today by TNS Media Intelligence. Measured expenditures are forecast to grow by 3.6% in the first half of 2008 followed by a gain of 4.7% in the second half.
“2008 is shaping up as a year of contrasts,” said Jon Swallen, SVP Research of TNS Media Intelligence. “Aside from the continued double digit growth rate of Internet display advertising, spending gains will be driven predominately by the powerful combination of Summer Olympics and record-setting levels of political advertising. Offsetting this, a weakened economy will have a dampening effect on the broader, core advertising market.”
Radio is only expected to grow 0.7% and network TV 2.7%. Internet display advertising is forecast to continue growing at double-digit rates in 2008 with Spot TV, Spanish Language Media, Outdoor and Cable Network TV also exceeding the overall market average. Consumer Magazines is projected to post small gains versus 2007, while Business-To-Business Magazines and Newspapers are expected to experience outright declines in ad spend.