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U.S. Advertising Expenditure Totals $102.4 Billion for First Nine Months of 2004, Reports TNS Media Intelligence/CMR; Olympics and Political Ad Spending Contributes $2.3 Billion.

Article Excerpt
NEW YORK -- Total advertising expenditure for the first nine months of 2004 increased 10.3 percent to $102.4 billion compared to the same time period in 2003, according to data released today by TNS Media Intelligence/CMR, the leading provider of strategic advertising and marketing information.

"Throughout 2004, the advertising market has experienced steady, healthy growth with increases in all three quarters," said Steven Fredericks, president and CEO of TNS Media Intelligence/CMR, a division of TNS, the world's second largest market information company. "As we forecasted earlier in the year, third quarter spending for the Olympics and the political season elevated the volume of overall dollars brought into the advertising market."

Ad Spending by Media

Almost all of the media measured by TNS Media Intelligence/CMR experienced growth throughout the first nine months of the year, with Local Newspapers leading in total dollar spending at $17.7 billion, up 6.6 percent over the same time period in 2003. Spending in the automotive, home furnishings/appliances and clothing/department stores categories helped propel the growth in this medium. Network TV, the second highest medium for ad dollars spent, totaled $16.4 billion, up 14 percent in part due to Olympic spending in the third quarter of 2004.

Nearly half of the media monitored by TNS Media Intelligence/CMR exhibited double digit year-over-year percentage growth, with the Internet continuing its steady rise, up 25.8 percent to $5.5 billion. Other media showing strong year-over-year growth include Outdoor, National Syndication, Cable TV, Local...

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