Advertising expenditure in metered media rose by 5% in July, according to Taylor Nelson Sofres’ CMR – although this is tempered by the fact that the comparitive July 2001 data had already felt the pinch of recession.
Overall spending rose 5.6% to $7.21 billion (€7.3bn; £4.61bn), ahead year-on-year by a marginal half of one per cent.
Cable, spot and network TV spend (respectively up 18.6%, 17.8% and 5.9%) was healthy, although syndication dived 10.6% on the month.
Magazines (+5.6%) and newspapers (+2.2%) also helped brighten the overall picture but Sunday magazines fell 7.1% and national newspapers lost 5.9%. B2B magazines were down 11.9% on July 2001, albeit an improvement on previous months this year; and a similar fate hit national spot radio, 8.1% down, and network radio (-1.8%).
Despite the improvement, spend was still well below the goldrush level of 2000 – but two years back, other than a few realists, few dared voice the thought that even the best parties come to an end.
Adam Smith, Zenith Media’s head of knowledge management, spoke for many in the industry at that time: “While the fastest-growing markets are expected to slow down through to 2002, the laggards should speed up, so the outlook is benign for all,” he opined [WAMN: 19-Jul-00].
Data sourced from: AdAge.com; additional content by WARC staff