Total advertising expenditures in Q1 2006 increased 5.2% to $34.9 bln as compared to Q1 2005, according to TNS Media Intelligence. Internet display advertising led all media forms in percentage growth, rising 19.4% to $2.31 bln as leading blue chip advertisers continued to expand their online marketing programs. Top 100 companies, as ranked by total measured ad expenditures, accounted for 34.7% of all internet display spending.
The Winter Olympics helped boost Network TV spending to $6.52 bln, a gain of 12.3%. Spanish Language Media also paced strongly, up 14.2% to $1.05 bln. Spot TV benefited from the biennial cycle of Olympics and early political spending to grow 6.4% to $3.90 bln. Consumer Magazines monetized gains in both page counts and rate card pricing to finish with a 5.9% increase at $4.83 bln. Local Newspapers, beset by lower spending from three important categories (retail, automotive and telecommunications), had spending of $5.55 bln, a decline of 6.1%. Radio media also lagged, down a combined 1.2% to an aggregate of $2.34 bln.
| Ad spending by media in Q1 2006 | |||
| Spending, mln. $ | Growth | ||
| Media | Q1 2006 | Q1 2005 | YTY |
| NETWORK TV | $6,523.00 | $5,806.10 | 12.30% |
| NEWSPAPERS (LOCAL) | $5,550.10 | $5,907.80 | -6.10% |
| CONSUMER MAGAZINES | $4,829.10 | $4,560.00 | 5.90% |
| SPOT TV | $3,898.40 | $3,665.00 | 6.40% |
| CABLE TV | $3,588.00 | $3,510.10 | 2.20% |
| INTERNET | $2,313.90 | $1,938.60 | 19.40% |
| LOCAL RADIO | $1,581.00 | $1,599.20 | -1.10% |
| B-TO-B MAGAZINES | $1,052.70 | $1,071.60 | -1.80% |
| SPANISH LANGUAGE MEDIA | $1,051.70 | $921.30 | 14.20% |
| SYNDICATION ? NATIONAL | $1,048.60 | $987.60 | 6.20% |
| NATIONAL NEWSPAPERS | $855.00 | $801.40 | 6.70% |
| OUTDOOR | $848.80 | $764.00 | 11.10% |
| NATIONAL SPOT RADIO | $538.10 | $539.40 | -0.20% |
| FSI’s | $475.30 | $401.10 | 18.50% |
| SUNDAY MAGAZINES | $438.50 | $398.30 | 10.10% |
| NETWORK RADIO | $216.90 | $224.80 | -3.50% |
| LOCAL MAGAZINES | $110.30 | $99.30 | 11.00% |
| TOTAL | $34,919.50 | $33,195.50 | 5.20% |
| Source: TNS Media Intelligence | |||