TNS Study: Radio Ad Spending Up Just 0.3% In '06
March 14, 2007 at 5:48 AM (PT)
TNS MEDIA INTELLIGENCE's report on 2006 advertising spending shows an overall 4.1% increase from 2005's figures to $149.6 billion, with fourth-quarter spending up 4.2%. Radio ad spending, on the other hand, was up only marginally, by 0.3%, to $11 billion for the year (local was off 0.7%, national spot was up 3.5%, network was down 0.5%). Radio's share of the advertising pie slipped from 7.6% to 7.4%. Television (5.3%), magazines (3.8%), Internet (17.3%), and outdoor (8.6%) showed increases, while newspapers dropped 2.4%.
TNS's list of top 10 advertisers showed a 2.8% reduction in spending, with GM, TIME WARNER, DAIMLERCHRYSLER, JOHNSON & JOHNSON, and NEWS CORP. cutting back. Telecommunications passed non-domestic auto and domestic auto as the leading ad category, with pharmaceuticals the fastest-growing category (13.8% yearly growth in spending).