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Thursday, January 17, 2008
First Half Ad Spending Slower Than Second
According to the full-year forecast by TNS Media Intelligence, total U.S. measured advertising spending is projected to increase 4.2 percent in 2008. Measured expenditures are forecast to grow by 3.6 percent in the first half of 2008 followed by a gain of 4.7 percent in the second half.
Jon Swallen, SVP Research of TNS Media Intelligence, says "...spending gains will be driven predominately by the powerful combination of Summer Olympics and record-setting levels of political advertising... (in addition to) the continued double digit growth rate of Internet display advertising... Offsetting this, a weakened economy will have a dampening effect on the broader, core advertising market."
| 2008 Total Ad Expenditures Growth Estimates | |
| Period | % Change Vs. 2007 |
| First Half 2008 | 3.6% |
| Second Half 2008 | 4.7% |
| Full Year 2008 | 4.2% |
| Source: TNS Media Intelligence, January 2008 | |
The report continues, saying 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 and Network TV are projected to post small gains versus 2007, while Business-To-Business Magazines and Newspapers are expected to experience outright declines in ad spending.
| 2008 Projections By Medium (Ranked by Growth Rate) | |
|
| % Change Vs. 2007 |
| Internet (display advertising) | 14.4% |
| Spot TV | 9.9% |
| Spanish Language Media | 7.8% |
| Outdoor | 5.5% |
| Cable Network TV | 5.0% |
| Consumer & Sunday Magazines (w/o Web) | 3.6% |
| Network Television | 2.7% |
| Syndication TV | 1.3% |
| Radio | 0.7% |
| Business-To-Business Magazines | -0.1% |
| Newspapers (w/o Web) | -0.9% |
| Source: TNS Media Intelligence, January 2008 | |
Swallen concludes "The Internet will continue to gain share, principally at the expense of newspapers... Our projections for the 2007-08 cycle indicate television and magazines will maintain their shares, while the Internet will move past radio."
| Share of Measured Advertising Spending by Media (2007-08 vs. 2006-07) | ||
| Media Type | 2007-08 (24 Months) | 2006-07 (24 Months) |
| Television | 44.1% | 44.0% |
| Magazines | 21.1% | 20.9% |
| Newspapers | 17.2% | 18.2% |
| Internet | 8.0% | 7.1% |
| Radio | 7.0% | 7.3% |
| Outdoor | 2.6% | 2.6% |
| Total (rounded) | 100.0% | 100.0% |
| Source: TNS Media Intelligence, January 2008 | ||
For more information from TNS, please visit here.
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