Rise in First-Half US Adspend

01 September 2005

Advertising expenditurr in the USA rose by 5.7% in the first half of this year compared with the same period in 2004, according to latest figures from Nielsen Monitor-Plus.

The researcher says adspend across 14 media increased to $59.5 billion (€48.75bn; £33.35bn). The fastest rising medium was Spanish language television with 15% growth, followed by cable TV with 13% and the internet, which showed a robust 12.6% increase.

Local magazines, outdoor media, network TV, business to business magazines and local newspapers also attracted more adspend, but the percentage increases failed to reach the dizzy heights of the leading media.

The figures also show the top ten advertisers in the US spent around $9.5bn in the first half of the year, up 7.7%. The biggest spending category was auto makers and dealers, followed by pharmaceuticals. The latter, however, showed flat growth as prescription drugs advertising in the US comes under increased scrutiny from government and consumers.

Top spender General Motors posted an increase of 7.5%, bringing it to $3.8bn, but the number two advertiser, household consumer goods giant Procter & Gamble cut its adspend by 3.9%, mainly on network TV.

Data sourced from Adweek (USA); additional content by WARC staff