NEW YORK Ad spending for the first three quarters of 2006 rose slightly more than 5 percent compared to the same period last year, according to Nielsen Monitor-Plus.
That increase is in line with the roughly 4 percent spending increase for the same period that ad tracking service TNS Media Intelligence reported last week [Adweek Online, Dec. 5].
Among major media, Web spending showed the biggest gain on a percentage basis, growing 50 percent, while Spanish-language TV rose 17 percent, per Nielsen.
Spending also climbed for national newspapers and spot TV, with each registering gains of roughly 8 percent. Election spending helped lift results for the latter. Broadcast TV spending rose 4 percent.
National cable TV spending was up 1 percent, while business-to-business magazines, national radio and newspapers were flat, Nielsen said.
“As consumers continue to make the Web a part of their daily media mix, so do advertisers,” said Carolyn Creekmore, senior director of media analytics at Nielsen’s NetRatings unit, in a statement addressing the climb in Internet spending. Heavy spenders in the space included financial services, retailers and telecommunications companies, she said.
Spending for the 10 largest categories topped $32 billion in the first nine months, up 3 percent over the same period last year.
Most product categories enjoyed increased spending, with the exception of auto dealerships and credit card services, each down 5 percent.
Automotive (manufacturers and dealers combined) is still the top overall ad spending category, reaching almost $10 billion for the first nine months. Growth was flat, however, due largely to local dealership declines, Nielsen said.
The wireless phone category was the biggest product category gainer, posting a 12 percent increase.
Nielsen is owned by Adweek parent VNU.
Nielsen: Ad Spend Up 5% Jan.-Sept. '06
