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 | |||