Kantar Media Reports U.S. Ad Expenditures Increased 2.6% In Q1
Network Radio Up Almost 23%
June 19, 2012 at 3:50 AM (PT)
Total advertising expenditures in the first quarter of 2012 increased 2.6% from a year ago and finished the period at $32.9 billion, according to data released by KANTAR MEDIA. The gain represents a modest rebound compared to flat spending in the second half of 2011.
Overall, radio was up 0.8%, with local radio down 1.9% and National Spot Radio off 3.5%. Network Radio shined, with KANTAR finding 22.9% growth.
"After a sluggish start in JANUARY, the pace of measured ad spending quickly accelerated and grew at an average rate of more than four percent during FEBRUARY and MARCH, the best performance in more than a year," said Chief Research Officer JON SWALLEN. "Early figures from the second quarter indicate continued modest growth with improvement trickling down to media that have been lagging the overall advertising market."
Within the universe of 2,811 Internet sites that KANTAR MEDIA measured for at least a full year, display expenditures fell 4.1% during Q1. The overall spending reduction was primarily attributable to fewer display ads appearing on the average web page, with some offset from higher average CPMs. There was also a sharp split between popular, high-traffic sites, where spending was close to flat year-over-year, and the many small, long-tail sites, which saw an aggregate percentage decline in the mid-teens.