Kantar: U.S. Ad Spending Up 3.5% In Q2
According to Kantar Media, total advertising expenditures in the second quarter of 2013 increased 3.5 percent from a year ago and finished the period at $35.8 billion. Total spending for the first six months of the year grew 2.0 percent to $68.9 billion. Radio was mixed. Spending in national spot radio rose 5.8 percent with strong demand from telecom, restaurants, and retail segments. Local radio fared less well as quarterly expenditures dropped 1.6 percent.
“Ad spend has now increased for six consecutive quarters and, in reaching 3.5 percent growth for Q2, had its best performance in a non-Olympic period since the end of 2010,” said Jon Swallen, chief research officer at Kantar Media North America. “However, the gain was boosted by two unusual phenomena. On one side, year-ago spending was deflated by major advertisers who conserved budgets in advance of the Summer Olympics and this makes current year growth appear larger. On the other side, there were more NBA playoff games this year and it generated a sizable windfall of extra TV ad revenue. Without these factors, Q2 ad spend growth would have been lower by about one full percentage point.”
(10/25/2013 9:33:39 AM) |
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