TNS Figures Bring US Media Spend Cheer

10 March 2005

Latest figures from TNS Media Intelligence show ad spend in the US rose by 9.8% in 2004.

The media spend tracking service says advertisers spent $141.1 billion (€105.7bn, £73.1bn) last year, up from $128.5bn in 2003.

Ad spend increased across all media, bar national spot radio which saw spend decline by 0.7% to $2.6bn. The biggest gains were posted online, as internet advertising grew by 21.4% to $7.4bn. Outdoor advertising also notched a 20.1% increase to $3.2bn.

TNS says TV ad spend rose across all areas. National syndicated television reported the greatest success with a 15.8% increase to $3.9bn, followed by cable, spot TV and broadcast network TV.

Newspapers gains were small, in line with declining circulations and advertising. Regional and local papers fared better than their national counterparts, gaining 6.7% and 6.6% respectively. Consumer magazines showed a robust 11.2% increase in measured spending to $21.3bn.

The biggest advertiser in the US remained consumer and household goods giant Procter & Gamble, which spent $2.9bn in 2004, followed by car maker General Motors' $2.8bn.

TNS's full-year figures came in well above that of rival media tracking service, VNU's Nielsen Monitor-Plus. Nielsen last week said 2004 US ad spending rose 6.3% [WAMN:02-Mar-2005]. TNS, however, estimates its figures using rate cards, which in practice are often discounted.

Data sourced from; additional content by WARC staff