A 4.7% Increase For Hispanic Media Ad Spending In 2004.

Total advertising expenditures for all media in 2004 increased 9.8 percent to $141.1 billion compared to 2003, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information.

“Advertising spending expanded steadily throughout 2004 and has now grown at a faster rate than the general economy in nine of the last 10 quarters,” says Steven J. Fredericks, president and chief executive officer, TNS Media Intelligence. “Gains were seen in almost all forms of media. These increases were not exclusively attributed to the Summer Olympic and the Presidential election, nor confined to TV media, the form that most benefited from these two events.”

Almost all of the media measured by TNSMI experienced growth throughout the year, with the Internet, Outdoor, Cable TV and National Syndication showing the strongest gains. Local Newspapers led in dollar spending for 2004, posting $24.5 billion, an increase of 6.7 percent versus 2003. The Internet showed the most robust year-over-year gain for 2004 posting a 21.4 percent increase to $7.4 billion in ad spending versus 2003. Outdoor advertising increased 20.1 percent to $3.2 billion in spending. This strong growth reflects both organic growth and an expansion in TNS Media Intelligence’s measurement base.

Procter and Gamble was once again the leading advertiser in spending for 2004, posting a 7.4 percent increase to $2.9 billion. Other leading spenders include General Motors, whose advertising activity totaled $2.8 billion and Time Warner with a total of $2.1 billion. Verizon Communications and Ford Motor Company also saw major increases of 27.1 percent and 12.9 percent respectively. Overall, the top 10 advertisers represented 13.6 percent of total advertising expenditures in 2004.

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