Kantar Media Reports U.S. Advertising Expenditures Increased 0.7% In Q2 2014
September 17, 2014 at 6:43 AM (PT)
Total advertising expenditures increased 0.7% in the second quarter of 2014 to $35.6 billion, according to data released TODAY (9/17) by KANTAR MEDIA. During the first six months of 2014, ad spending grew 3.1%.
Results for Radio were mixed. National Spot Radio declined 6.2% and Local Radio, which reflects English language stations, was down 3.6%. Both segments were hit by sharply lower spending from the financial service, insurance and restaurant categories which outweighed small gains from telecom and retail advertisers. Network Radio expenditures rose 5.6% on higher spending from a broad range of key categories.
“The slow growth rate of ad spending in Q2 is payback for the surfeit of money in Q1 that was pulled forward to fund Olympics budgets,” said KANTAR Chief Research Officer JON SWALLEN. “Our analysis shows that Olympics advertisers reduced their year-over-year Q2 spending by more than 4 percent while non-Olympics advertisers posted a 2 percent increase. The latter is more indicative of core ad market performance at the midyear point.”