US Adspend Prospects Looking Good for 2006, Says TNS

20 January 2006

The crystal ball at TNS Media Intelligence is in PollyAnna mode about prospects for US advertising in 2006.

Hard on the heels of a 3% adspend uplift in 2005, TNS predicts advertising expenditure this year will swell by 5.4% - citing the Winter Olympics and midterm elections as the main growth drivers. Its forecast compares with the 5.1% uplift recently envisaged by ZenithOptimedia.

The New York office of the Publicis Groupe-owned global media planning and buying network, expects the advance to be spearheaded by Hispanic network TV (+10.4%), the internet (+9.1%) cable network TV (+8.4%) outdoor (+7.2%) and spot TV (+7%).

At the median end of the growth curve, says TNSMI, will be syndicated TV at 4.8%, network TV (+ 4.5%), newspapers (+4.3%) and consumer and Sunday magazines (+4%).

At the bottom of the stateside media barrel, radio and business-to-business magazines will respectively languish with +3.6% and +1%.

In terms of market share TV will retain its dominance, commanding an expected 43.7%. The magazine and newspaper sectors will each grab around 20%; while the internet at 6% is closing fast on radio's 7.5%.

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