Ad spending by media in 2006

Total advertising expenditures in 2006 increased 4.1% to $149.6 bln as compared to 2005, according to TNS Media Intelligence. Internet display advertising registered a 17.3% increase to $9.76 bln as marketers continued to shift budgets towards targeted, digital media. Spot TV, boosted by record-setting levels of political advertising, was up 10.4% for 2006 to $17.23 bln. In Q4 2006, which contained the last five weeks leading up to Election Day, Spot TV expenditures jumped 20.7%. Performance in other parts of the TV marketplace was muted by a second-half slowdown. Network TV finished 2006 with $22.88 bln in expenditures, an improvement of just 2.5% against 2005. Cable Network ad spending rose 3.4% to $16.75 bln. Syndication was virtually flat at $4.24 bln. Radio experienced a Q4 uptick and moved into positive growth territory for the year with $11.05 bln in spending, a rise of 0.3%. Softening ad page counts for Consumer Magazines trimmed revenue growth to 4.6%, at $23.19 bln for 2006. Local Newspapers saw expenditures for their print editions fall by 3.3% to $24.06 bln.

Advertising spending in 2006
Medium 2006 revenues 2005 revenues Growth, YTY
TELEVISION MEDIA $65,373.3 $62,103.1 5.3%
NETWORK TV2 $22,879.2 $22,313.1 2.5%
SPOT TV3 $17,233.7 $15,614.8 10.4%
CABLE TV $16,746.0 $16,196.6 3.4%
SPANISH LANGUAGE TV $4,279.3 $3,756.1 13.9%
SYNDICATION – NATIONAL $4,235.1 $4,222.5 0.3%
NEWSPAPER MEDIA $27,972.1 $28,645.8 -2.4%
NEWSPAPERS (LOCAL) $24,057.5 $24,872.2 -3.3%
NATIONAL NEWSPAPERS $3,539.2 $3,427.5 3.3%
SPANISH LANGUAGE NEWSP $375.4 $346.1 8.5%
MAGAZINE MEDIA $29,833.4 $28,738.5 3.8%
CONSUMER MAGAZINES $23,190.5 $22,169.1 4.6%
B-TO-B MAGAZINES $4,144.9 $4,260.2 -2.7%
SUNDAY MAGAZINES $1,881.0 $1,739.4 8.1%
LOCAL MAGAZINES $461.6 $428.2 7.8%
SPANISH LANGUAGE MAG $155.4 $141.7 9.7%
RADIO MEDIA $11,054.8 $11,017.7 0.3%
LOCAL RADIO4 $7,355.3 $7,403.6 -0.7%
NATIONAL SPOT RADIO $2,695.0 $2,604.1 3.5%
NETWORK RADIO $1,004.5 $1,009.9 -0.5%
ALL OTHER MEDIA TYPES $15,415.7 $13,303.4 15.9%
INTERNET5 $9,756.1 $8,318.0 17.3%
OUTDOOR $3,831.2 $3,528.8 8.6%
FSI’s6 $1,828.4 $1,456.5 25.5%
TOTAL7 $149,649.3 $143,808.4 4.1%
Source: TNS Media Intelligence