Thursday, May 27, 2010

Kantar Media Reports U.S. Advertising Expenditures Increased 5.1% in the First Quarter of 2010

NEW YORK--(BUSINESS WIRE)--Total advertising expenditures in the first quarter of 2010 rose 5.1 percent from a year ago and finished the period at $31.3 billion, according to data released today by Kantar Media, the leading provider of strategic advertising and marketing information. This marks the first increase in quarterly ad spending since Q1 2008 and the largest gain since Q1 2006, as the ad market finally experienced a long-awaited rebound.


With the economy turning from recession towards growth, marketers appear to be more confident about a pickup in consumer activity and have increased ad budgets to support their brands,” said Jon Swallen, SVP Research at Kantar Media. “While the rising tide has thus far benefitted some media sectors more than others, Q1 spending hikes were broadly distributed across advertisers and categories and that’s an encouraging signal for the market going forward.”


Measured Ad Spending By Media


Of the nineteen media types tracked by Kantar Media, thirteen experienced a spending increase in the first quarter. At the forefront, Spot TV surged 22.0 percent on a torrent of additional money from the automotive, retail, financial service and political categories. Despite this growth, current spending volume in Spot TV has only recovered to a level last seen in 1997.


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