TNS Media Intelligence reports advertising in the U.S. for the first-half fell slightly from a year earlier. While drops in newspaper and broadcast television dropped, gains by magazines and Internet advertising made up for it, as the overall spend decreased by 0.3 percent.
Ad spending on TV networks declined by 3.6 percent, dropping to $11.8 billion, while newspapers continue their advertising plunge, declining by 5.8 percent to finish at $12.9 billion. Radio ad buying was also down in the first half, falling 2.7 percent to come in at $5.14 billion total.
TNS has also lowered its December 2006 projections for 2007, originally saying it would increase by 2.6 percent, now the firm says the gain will be around 1.7 percent, or $152.3 billion for the year.
For display ads alone, the Internet was expectedly strong, as they surged by 18 percent, to end at $5.52 billion for the first-half.
While it's no surprise the Internet ad market is growing, it's good news for online marketers to have it confirmed.
The other overall good news is even with the huge drops in other media, the Internet is starting to gain such traction, that in general it's now helping to flatten out the losses in the overall industry in the U.S.
Advertising Spending by Media:
First Half 2007 vs. First Half 2006 1
| MEDIA | Jan-June 2007 (Millions) | Jan-June 2006 (Millions) | % CHANGE |
| TELEVISION MEDIA | $31,627.7 | $32,396.0 | -2.4% |
| · NETWORK TV 2 | $11,835.9 | $12,277.5 | -3.6% |
| · CABLE TV | $8,379.0 | $8,148.7 | 2.8% |
| · SPOT TV 3 | $7,287.6 | $7,706.6 | -5.4% |
| · SPANISH LANGUAGE TV | $2,127.5 | $2,154.0 | -1.2% |
| · SYNDICATION - NATIONAL | $1,997.7 | $2,109.1 | -5.3% |
| MAGAZINE MEDIA 4 | $14,551.7 | $13,913.4 | 4.6% |
| · CONSUMER MAGAZINES | $11,501.9 | $10,756.2 | 6.9% |
| · B-TO-B MAGAZINES | $1,858.9 | $2,003.7 | -7.2% |
| · SUNDAY MAGAZINES | $860.0 | $824.3 | 4.30% |
| · LOCAL MAGAZINES | $228.5 | $238.6 | -4.2% |
| · SPANISH LANGUAGE MAG | $102.4 | $90.6 | 13.1% |
| NEWSPAPER MEDIA | $12,916.6 | $13,710.1 | -5.8% |
| · NEWSPAPERS (LOCAL) | $11,091.1 | $11,763.7 | -5.7% |
| · NATIONAL NEWSPAPERS | $1,653.5 | $1,766.5 | -6.4% |
| · SPANISH LANGUAGE NEWSP | $172.0 | $179.9 | -4.4% |
| INTERNET 5 | $5,519.0 | $4,690.4 | 17.70% |
| RADIO MEDIA | $5,139.8 | $5,280.5 | -2.7% |
| · LOCAL RADIO 6 | $3,516.2 | $3,570.4 | -1.5% |
| · NATIONAL SPOT RADIO | $1,161.0 | $1,226.0 | -5.3% |
| · NETWORK RADIO | $462.6 | $484.1 | -4.4% |
| OUTDOOR | $1,903.9 | $1,838.4 | 3.6% |
| FSIs 7 | $934.7 | $954.3 | -2.1% |
| TOTAL 8 | $72,593.4 | $72,783.0 | -0.3% |
Source: TNS Media Intelligence
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