US Adspend Posts Q1 Rise - But By How Much?

13 June 2005

Another day, another dollar. Or in this case, another researcher, another set of US adspend figures.

Following data released earlier this month by TNS Media Intelligence declaring a 4.4% year-on-year increase in adspend for the first quarter of 2005 [WAMN: 03-Jun-05], a different set of numbers from Nielsen Media Research show an increase of just 2.4% for the same period.

According to Nielsen, expenditure rose to $20.3 billion (€16.61bn; £11.14bn). TNSMI put the figure at $33.5bn but that figure includes syndicated TV and spot radio - which the Nielsen total does not.

Spanish language television, cable TV and magazines notched the biggest increases, says Nielsen. Network radio and national newspapers were flat, while coupon advertising and spot TV were down.

Among top ten advertisers, Q1 spend was up 8% from last year to $4.8bn. But global consumer goods giant Procter & Gamble registered a decline in adspend, down 8% to $677m.

Expenditure for the ten largest categories in Q1 showed a rise of nearly 4% to $9.9bn. The biggest spenders were credit card services, while the steepest fall was posted by movie companies.

Nielsen also reports that product placement is on the rise. Coca-Cola Classic was top brand in Q1 with 1,931 placements, compared with 2,320 during all of last year.

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