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