Aggregated US advertising expenditures soared by nearly 10% year-on-year to $31.5 billion (€25.81bn; £17.13bn) during the first quarter of 2004, reports TNS Media Intelligence/CMR.

Online advertising led the leap, vaulting 28% to $1.8bn. In its wake (by percentage increase) followed …

• Syndicated TV: + 17% to $947 million;
• Cable TV: +16% to $2.9 billion;
• National newspapers: + 15% to $774 million;
• Network TV +12% to $5.6 billion.

The nation's top ten advertisers collectively upped their ad outlays by 12%, led by General Motors (+20% to $661m) and Procter & Gamble (+16% to $669m).

Fanning the flames of category growth were the domestic auto, pharmaceutical, motion picture and telecommunications services industries.

Comments TNS/CMR president/ceo Steven Fredericks: "The economy is a bellwether for overall ad spending, and as [it] continues to grow, ad spending follows suit. The vigorous advertising growth rate for first-quarter 2004 also benefited from favorable comparisons to first-quarter 2003, during which concerns regarding the Iraq war dampened March spending levels."

Data sourced from: BrandRepublic (UK); additional content by WARC staff