Verizon’s overall spending climb to

Verizon’s overall spending climb to $1.4 billion was fueled by a 25 percent rise in TV spending, making it 39 percent of the overall budget (up from 36 percent last year), The growth in TV spending applied to both Verizon Communications and Verizon Wireless, though the jump was greater for the former: from about $88 million in the first three quarters of 2005 to nearly $153 million in the same period this year. In fact, although the dollar amount for wireless TV spending grew 15 percent, the percentage of the total spend remained about 35 percent. The starkest contrast between main brand and wireless was on the Web, where wireless spending jumped from about $19 million through September 2005 to more than $62 million this year, while brand spend in that media fell 74 percent to $20 million.