TNS: ’06 Ad Spending to Grow 5.4%

WASHINGTON Spending on advertising this year is expected to grow 5.4 percent to more than $152 billion, according to a forecast released today by TNS Media Intelligence, which tracks advertising expenditures across 20 media.

Boosted by political spending, especially in the fourth quarter, the second half of the year will grow 5.7 percent, outpacing the first half of the year’s 5 percent gain, TNS said.

“We anticipate advertising spending to continue on a steady track in 2006 due to several major events, including the Winter Olympics in the first quarter and the surge of political advertising for the mid-term 2006 elections, which is set to surpass the record levels of 2004,” said Steven Fredericks, president and CEO of TNS. “Additionally, steady economic growth in 2006 will boost CEO confidence, translating into increased rates of total advertising spending.”

At 10.4 percent growth, Hispanic network TV is forecast to post the largest gain, besting the Internet’s 9 percent growth and cable network TV’s 8.4 percent. Outdoor and spot TV should each increase about 7 percent.

The growth projections for other key media are: syndicated TV (4.8 percent), network TV (4.5 percent), newspapers (4.5 percent), consumer and Sunday magazines (4 percent), radio (3.5 percent) and business-to-business magazines (1 percent).

In total, the TV sector will pull in nearly 44 percent share of total ad dollars, followed by magazines (21 percent), newspapers (20 percent), radio (7.5 percent), the Internet (6 percent) and outdoor (2.4 percent).