Spending Surprises in 2002

Ad spending in all U.S. media, boosted by a robust second half, delivered stronger-than-expected growth of 4.2 percent in 2002, according to CMR/TNS Media Intelligence. CMR/TNS said U.S. ad spending last year totaled $117.3 billion, compared with $112.5 billion in 2001. “Last year, we saw a lot of strength in the network upfront and in political advertising,” explained Steven Fredericks, CEO of CMR/TNS, who predicted media growth of 3.3 percent in 2003.

According to the company, local advertising rose 11.1 percent to $42 billion in 2002, thanks to state and local elections, and higher spending in categories such as automotive, telecommunications and restaurants.

Overall national advertising in the U.S. climbed 0.7 percent to $75.3 billion. Broadcast showed stronger gains than print. TV ad spending, including network, spot, cable, syndication and Spanish-language, increased 7.8 percent. Spanish-language network TV soared more than 20 percent, reflecting advertisers’ focus on the burgeoning demographic. Radio, including local, national-spot and network, grew 11.7 percent.

Print rose 1.6 percent; in that sector, b-to-b magazines continued to slump, declining 13.9 percent. Ad spending in consumer magazines climbed 1.8 percent; Sunday magazines, 10.6 percent; and local newspapers, 9 percent. National newspapers fell 4.6 percent. Outdoor gained 0.8 percent, and the Internet was off 11.9 percent. Among the nation’s biggest ad spenders, automotive, packaged-goods and telecommunications marketers continued to lead the pack. —NOREEN O’LEARY