The Telecom category rose to the top spot in Q1 2006 with $2.32 bln in expenditures, an increase of 20.4%. Financial Services was the second largest category, growing 10.9% to $2.15 bln behind credit cards and investment brokers. Other categories posting strong results were Local Services & Amusements, up 15.7% to $2.07 bln, and Restaurants, up 7.7% to $1.30 bln. Automotive ceded its customary leadership position as ad spending declined for the third consecutive quarter. Reductions were widespread among both factories and local dealers, pushing Foreign Auto advertising down 2.6% to $1.98 bln and Domestic Auto down 11.0% to $1.91 bln.
| Top ad categories by spending | |||
| Spending, mln. $ | Growth | ||
| Category | Q1 2006 | Q1 2005 | YTY |
| TELECOM | $2,317.30 | $1,924.40 | 20.40% |
| FINANCIAL SERVICES | $2,148.20 | $1,937.80 | 10.90% |
| LOCAL SERVICES | $2,073.30 | $1,792.20 | 15.70% |
| AUTO, FOREIGN | $1,984.20 | $2,037.40 | -2.60% |
| AUTO, DOMESTIC | $1,914.90 | $2,151.60 | -11.00% |
| MISC RETAIL | $1,780.30 | $1,847.80 | -3.70% |
| DIRECT RESPONSE | $1,530.20 | $1,478.00 | 3.50% |
| TRAVEL & TOURISM | $1,359.40 | $1,378.00 | -1.30% |
| RESTAURANTS | $1,295.40 | $1,203.10 | 7.70% |
| PERSONAL CARE | $1,285.60 | $1,202.30 | 6.90% |
| Source: TNS Media Intelligence | |||