U.S. Advertising Market Shows Healthy Growth Spending Up 4.2% In 2002.

Total advertising expenditures for all media in 2002 showed stronger than expected growth of 4.2% compared to 2001(a), according to the latest figures from CMR/TNS Media Intelligence.

CMR/TNS reports that total ad spending for 2002 came in at $117.3 billion, compared to $112.5 billion in 2001. “This year’s growth is a result of a strong second half reflecting the vibrant network upfront, the elections and holiday spending,” comments Steven Fredericks, president and CEO of CMR/TNS Media Intelligence.

“Despite geo-political and economic uncertainties, the marketplace outperformed our expectations for the year,” adds Mr. Fredericks.

Generally, broadcast showed stronger gains relative to print. Television overall, combining network, spot, cable, syndication and Spanish language, was up 7.8 percent. Spanish language network television led the group, climbing over 20 percent, indicative of the advertiser’s continued focus on this growing and influential demographic. Radio also posted a growth of 11.7 percent (local, national spot and network). Within print – local newspapers, consumer magazines and Sunday magazines showed year-over-year growth.

Looking at national versus local spending, CMR/TNS reports stronger growth at the local level. This reflects the impact of state and local elections in 2002, along with increased spending in select categories (namely automotive, telecommunications, and restaurants) that typically do more spending on a local basis.

Leaders in automotive, packaged goods and telecommunications made their mark in 2002. General Motors remained the top spender. Procter & Gamble and Verizon showed significant gains in their spending, 22.2 percent and 26.4 percent respectively. Another strong spender was Johnson & Johnson up 21.1 percent.

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(a) Figures are based on CMR/TNS Media Intelligence’s Stradegy2 multimedia ad expenditure database across all CMR/TNS measured media, including: network TV, spot TV, Cable TV, syndication, Spanish language network TV, consumer magazines, Sunday magazines, newspapers (local and national), network radio, spot radio, local radio, Internet and outdoor.

(b) B-to-B figures based on Business Information Network (BIN) data as reported by CMR/TNS to the American Business Media (ABM).

(c) Local radio includes expenditures for 30 markets in the U.S. provided by Miller Kaplan.

(d) Spanish language network TV includes expenditures from Univision, Telemundo and Telefutura.