Kantar Media: U.S. Ad Expenditures Up 0.9% In 2013; Radio 'Tumbles'
March 27, 2014 at 3:58 AM (PT)
Total advertising expenditures increased 0.9% in 2013 and finished the year at $140.2 billion, according to data released today by KANTAR MEDIA. Ad spending during the fourth quarter of 2013 rose 1.6% versus the year ago period.
While the overall numbers were solid, it wasn't good news for radio. Radio media tumbled in 2013. Local Radio fell 4.1% and National Spot Radio declined 3.3%, primarily from cyclical reductions in political spending. Network Radio expenditures dropped 15.9%, largely due to a reduction in the number of monitored networks.
“Advertising growth eased in 2013 without the stimuli of Olympic and political spending. However, the market still registered a gain for the fourth consecutive year,” said Chief Research Officer JON SWALLEN. “Although the macro theme of ad dollars moving to digital media still generates much discussion, another significant but less recognized trend has taken hold. The ad market is currently being carried by the Top 1,000 advertisers who, as a group, are steadily spending more while the long-tail of small-sized marketers is sharply cutting back.”
Cable, Internet Display Grow
- Cable TV expenditures rose 7.3% in 2013
- Network TV expenditures dropped 3.4%
- Spanish language TV ad spending was up 2.9%
- Spending for online display finished the full year 15.7% higher
- Outdoor posted a 4.4% gain
- Consumer Magazines advertising pages were down 1.9%
- Local Newspaper ad expenditures fell 3.8% in 201
- National Newspapers dropped 3.6%