Kantar: Radio Advertising 'Soft But Steady'
December 20, 2011 at 3:56 AM (PT)
Total advertising expenditures in the first nine months of 2011 increased 1.5% from a year ago and finished the period at $104.7 billion, according to data released YESTERDAY (12/19) by KANTAR MEDIA. Spending growth slowed during the third quarter and was up 0.4% compared to last year.
"The cautious optimism for the advertising market at the beginning of 2011 has been replaced by the statistical evidence of progressively slowing growth rates," said SVP/Research JON SWALLEN. "From +4.1% in the first quarter, to +2.8% in the second quarter and now a barely palpable +0.4% for the JULY to SEPTEMBER period. During Q3, an expanding number of the largest marketers became even more conservative with their ad budgets and these reductions have neutralized the healthy spending growth occurring among mid-sized advertisers."
The pace of spending in Radio remained soft but steady, noted KANTAR. Local Radio expenditures were up 2.0% in Q3 and have risen 2.2% year-to-date. National Spot Radio fell 2.3% in JULY-SEPTEMBER and was off 1.9% for the first nine months of the year.