Despite Help From Politicals Ads, Kantar Media Finds Radio Advertising Flat For 2012
March 12, 2013 at 3:54 AM (PT)
The Presidential election and the OLYMPICS helped drive ad spending up 3% to nearly $140 billion in 2012 writes KANTAR MEDIA in a new report. Spending during Q4 was up 2% compared to the same period a year ago.
Radio was helped by political ads, with spending up during Q4, though spending for local radio was still flat for the year.
"The advertising market has grown for three consecutive years and in 2012 it added more than $4 billion in spend, with the SUMMER OLYMPICS and political advertising contributing about one-half of the gain," said Chief Research Officer JON SWALLEN. "Large advertisers played a significant role. After reducing their media budgets in 2011 as a precaution against slowing economic growth, the Top 100 marketers reversed course in 2012 and invested more."
Major advertisers such as PROCTER & GAMBLE, GENERAL MOTORS, AT&T, VERIZON and CHRYSLER all cut their budgets during 2012, while COMCAST, TOYOTA and BERKSHIRE HATHAWAY all posted double-digit increases.