Kantar Media Reports U.S. Advertising Expenditures Increased 7.1% In Q3
December 17, 2012 at 11:02 AM (PT)
Total advertising expenditures in the third quarter of 2012 increased 7.1% from a year ago and finished the period at $34.5 billion, according to data released TODAY (12/17) by KANTAR MEDIA. Total spending for the first nine months of the year grew 3.8% to $101.3 billion.
National radio fared better than local radio for the quarter, as copared to the same period in 2011. Local advertising was off 1.3%, while National Spot Radio rose 9.4%. Network Radio shined, with a 26.3% increase, but comparisons were inflated by the addition of more radio programming to KANTAR MEDIA’s monitoring. .
"Political campaigns and the SUMMER Olympics delivered their expected bonanza in the third quarter, adding roughly $1.8 billion of incremental spending to the marketplace," said Chief Research Officer JON SWALLEN. "Looking beyond these special events and focusing on indicators of core health, our data show that more than 60% of the Top 1000 advertisers increased their budgets year-over-year. This proportion has been stable for several quarters and indicates marketers are holding the course."