According to the latest estimates released by CMR, the Taylor Nelson Sofres unit specializing in media tracking and reporting, there were concrete signs of an advertising recovery during the third quarter.
The industry as a whole is now forecast to end 2002 at least 2.5% higher than the miserable levels of 2001 when spend fell by 9.8%.
In the nine months to September 30, US all-media adspend rose 2.2%, partially boosted by the surge in political advertising. This momentum is expected to carry through the final quarter, traditionally the year’s best.
The largest increases in 2002 to date have been on network television, Spanish-language television, network radio and local newspapers, reports CMR. On the downside, business magazines, internet and billboard advertising all languished.
Data sourced from: Financial Times; additional content by WARC staff