Kantar Media Sees Ad Spending Up In First Six Months Of 2011, Local Radio Up 2.4%
September 13, 2011 at 4:18 AM (PT)
Total advertising expenditures in the first six months of 2011 increased 3.2% from a year ago and finished the period at $71.5 billion, according to data released by KANTAR MEDIA. Spending growth eased slightly during the second quarter and was up 2.8% compared to last year.
The pace of spending in Radio media remained soft throughout the first six months of 2011. Local Radio was up 2.4% compared to a year ago and National Spot Radio fell by 1.6%.
For the first time, this quarterly report from KANTAR MEDIA includes paid search advertising expenditures. Search advertising has been incorporated on a like-for-like basis for 2011 and 2010 time periods.
"Advertising grew at a slower rate in the second quarter, contributing to speculation about the durability of an advertising recovery that is into its second year," said SVP/Research JON SWALLEN. "Key ad spend indicators are painting a mixed picture. On one hand, a majority of media types actually improved their performance from Q1 to Q2. On the other, spending growth for the top-100 advertisers stalled in Q2 and the ad market became more dependent on the comparatively smaller budgets of mid-sized advertisers as the main source of growth."
Internet media accounted for more than one-half of the dollar gain in total ad expenditures during the first six months of the year. Display spending jumped 12.9% and search investments rose 8.6% as each benefited from a surge of money from the travel, local service and insurance categories.