TNS/CMR Points to Rebound

There’s another sign in the industry that the U.S. ad market is making a comeback, as research from TNS Media Intelligence/CMR shows that ad spending in the first half rose 6.8 percent to $61.6 billion, compared to the year-earlier period.

The automotive, packaged-goods and entertainment industries led spending, with seven of the top 10 advertisers showing double-digit percentage gains.

“Results in the first half were significantly higher than what we anticipated,” said Steven Fredericks, president and CEO of TNS/ CMR. “Last year in the second half, we saw double-digit growth in the third and fourth quarters, so it will be interesting to see if this strong growth continues. … We have no reason to believe it won’t continue.”

The marketing-data company said six of the 16 measured media it tracks showed double-digit increases in the first half. Cable TV led media growth, posting an increase of 16.7 percent to $5.7 billion. National TV syndication rose 15.8 percent to $1.6 billion; Spanish-language network TV jumped 15.4 percent to $1.1 billion; and the Internet increased 15.3 percent to $3.2 billion. Network TV, however, dipped 0.4 percent to $10.4 billion. In total, the broadcast category rose 4.7 percent to $31.3 billion.

In print, newspapers led the pack, rising 11.4 percent to $10.7 billion, followed by consumer magazines, which climbed 10.5 percent to $8.5 billion. Total category spending improved 8.6 percent to $25.8 billion.