TNS Forecasts 5.4% Increase in US Advertising Spending & 10.4% For Hispanic for 2006.

Total U.S. advertising spending is expected to increase 5.4 percent in 2006 to $152.3 billion, according to the full-year forecast released by TNS Media Intelligence. This solid increase follows the estimated growth of 3.0 percent in 2005, as the U.S. economy continues on a stable course.

While TNS Media Intelligence is forecasting 5.0 percent growth for the first half of 2006, advertising expenditures are expected to increase by 5.7 percent in the second half of the year.

“We anticipate advertising spending to continue on a steady track in 2006 due to several major events, including the Winter Olympics in the first quarter and the surge of political advertising for the mid-term 2006 elections, which is set to surpass the record levels of 2004,” said Steven J. Fredericks, President and Chief Executive Officer, TNS Media Intelligence. “Additionally, steady economic growth in 2006 will boost CEO confidence, translating into increased rates of total advertising spending. All leading categories of media will register growth in advertising spending, with Hispanic Network Television, The Internet and Cable Network Television showing the strongest absolute gains.”

Hispanic Network Television, The Internet and Cable Network Television are forecast to turn in the largest gains during 2006. However, 2006 performance for each of these media is projected to lag 2005 levels. The biennial cycle of Olympics and elections will help lift spending growth for Network Television and Spot Television above 2005 levels.

TNS Media Intelligence projects that Television media will achieve a 43.7% share of total measured ad spend in 2006, followed by Magazines (20.5%); Newspapers (19.9%); Radio (7.5%); Internet (6.0%); and Outdoor (2.4%).

1 Defined as all TNS MI measured media, including: Network TV; Spot TV; Cable TV; Syndication TV; Hispanic Network TV; Consumer Magazines; Sunday Magazines; Local Magazines; Hispanic Magazines; Business-to-Business Magazines); Local Newspapers; National Newspapers; Hispanic Newspapers; Network Radio; Spot Radio; Local Radio; Internet; and Outdoor.

For more information at http://www.tns-global.com