US Adspend in H1 Reaches $68bn, Set to Meet Forecasts

25 August 2004

American adspend looks set to meet expectations for this year, as first half figures reveal expenditure of $67.6 billion (€55.7bn; £37.4bn) – an increase of 9.1% compared with the same period in 2003.

New York-based ad monitoring firm TNS Media Intelligence/CMR recently revised its adspend forecast for the year up by nineteen percentage points to 9.3% [WAMN: 17-Jun-04], in the light of increased spending on the presidential election and Olympic Games.

TNS credits the H1 rise to gains in all media channels, with the exception of spot advertising on radio, down 0.3%. Online adspend is a firm favorite – up by 25.9%, with cable and syndicated TV advertising increasing by 18.2% and 17.5% respectively.

Of the top ten US advertisers, overall expenditure rose 5.7% to $8.23bn. Top dog Procter & Gamble (also the world's largest advertiser) raised its adspend by 4% from last year to spend the most at $1.32bn. Only Time Warner reduced spending (by 3%), although the figures do not include the media giant's own-channel advertising.

Data sourced from:; additional content by WARC staff