Strong Second Half Buoys 2003 US Adspend

24 February 2004

US adspend jumped 5.1% last year after a strong second half, according to new figures from Nielsen Monitor-Plus.

America's ad market rose slowly in the first six months of 2003, rising 1.5% on the first quarter and 3.6% in the second. But with the war in Iraq officially over, marketers hiked their expenditure by 5.7% in the third quarter and 7.4% in the fourth.

Nielsen's figures cover advertising in twelve media categories. Of these, the fastest growing was local magazines, ad revenues in which surged 20.5% in 2003.

The remaining eleven all showed gains: local newspapers (+10%); national magazines (+9.4%); syndicated TV; (+6.9%); outdoor (+6.4%); spot TV (+5.9%); Spanish-language TV (+4.9), cable TV (+3.4%); national newspapers (+2.5%); network radio (+1.6%); spot radio (+1.5%); and network TV (+0.2).

The nation's top ten advertisers collectively raised spend by 8.2% last year to nearly $15 billion (€11.9bn; £8.1bn). This increase was led by Procter & Gamble, which lifted its ad outlay by 25.9%. Only three of the top ten decreased adspend: Detroit's 'big three' auto firms General Motors, Ford Motor Company and DaimlerChysler.

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