Web Notches First-Half Double-Digit Growth

NEW YORK The Internet recorded the largest advertising gains of any medium in the first half, according to the latest figures from TNS Media Intelligence/CMR, with U.S. online ad expenditures increasing 26 percent from the year-ago period.

TNS Media Intelligence/CMR, the New York-based company that tracks ad spending in major media, reported that Web ad revenue was $3.7 billion for the first six months of 2004, up from $2.9 billion during the same time the year before. For Q1, TNS Media Intelligence/CMR reported that online ad spending reached $1.9 billion [IQ Daily Briefing, June 3], putting Q2’s number at $1.8 billion.

Total U.S. ad spending in the first half came in at $67.6 billion, a 9.1 percent rise from $62 billion in the first six months of 2003. Steven Fredericks, president and CEO of TNS Media Intelligence/CMR, predicted that overall ad expenditures could increase 9-10 percent this year, especially with the Olympics and presidential election contributing to third-quarter results.

Other media categories showing strong year-over-year ad spending growth in the first half included cable television, national syndication TV and national newspapers, up 18.2 percent, 17.5 percent and 10.8 percent, respectively.

Also enjoying first-half boosts: local magazines (10.2 percent), network TV (8.3 percent), spot TV (8 percent), consumer magazines (7.9 percent), local newspapers (7.5 percent), free-standing inserts (5.7 percent), network radio (4.9 percent), Hispanic media (3.9 percent), outdoor (3.6 percent), local radio (3.5 percent), Sunday magazines (3 percent) and business-to-business magazines (1.5 percent).

The lone category posting a decline was national spot radio, which was down 0.3 percent in ad revenue.