First quarter data released Wednesday by Taylor Nelson Sofres’ CMR marks a marginal increase in consumer-targeted ads – up by just 0.4% year-on-year.
The gain, attributed largely to the Winter Olympics in Salt Lake City and an early Easter, saw total consumer ad expenditure rise to $23.5 billion (€25.43bn; £16.13bn) during the first three months of 2002. But during the quarter, monthly year-on-year trends were unstable: down 6.6% in January, up 8.3% in February and down 0.2% in March.
Among the media sectors there were winners and losers. The former included network TV which notched a 6.66% gain, while newspapers raced ahead at 9.3%. Network radio did best of all, with a quarterly year-over-year gain of 14%, and national spot radio recorded a quarterly gain of 9.5%.
Losers included online adspend, down 12.4% for the quarter overall – although the sector rallied in March with a year-on-year increase of 9.3%. TV syndication sank 12.6% for the quarter, while cable TV bucked its gains during 2001 with a decrease of 13.8%. Magazines and national newspapers fell respectively by 9.6% and 8.5%.
Data sourced from: AdAge.com; additional content by WARC staff