Spending among the top ten US advertisers in 2005 fell by 3.3% to $18.6 billion (€;15.6bn; £10.6bn) compared to 2004, reports TNS Media Intelligence.

For 2005 as a whole, however, the US advertising industry enjoyed a modest 3% increase in expenditure with total spend across all sectors reaching $143.3bn

Procter & Gamble continued to lead the pack with an advertising outlay of $3.2bn - nonetheless a decline of 4.6%. Seven other 'top ten' advertisers also cut expenditure - among them AT&T, DaimlerChrysler, Walt Disney, Johnson & Johnson and Sprint Nextel.

Observes TNS svp of research John Swallen: "Consumers and businesses turned a bit more cautious. Large blue-chip advertisers, as a group, have recently cut back their ad budgets. The growth is currently coming from outside the Top 100 markets."

Except for four sectors (network TV, spot TV, national spot radio and network radio) all other media segments posted growth in 2005. These were led by the internet which grew 13.3% to $8.3bn, followed by cable TV (+11.4% to $15.8bn) with outdoor occupying third position (+9.8% to $3.5bn).

Predictable losers - lacking the boost of domestic elections or global sporting events - were spot TV (minus 9.5% to $15.5bn), network TV (minus 0.3% to $22.4bn), national spot radio (minus 0.5% to $2.6bn) and network radio (minus 1.7% to $1bn).

The major winners were ...

  • Newspapers (+1% to $25bn)

  • Network TV (+7.5% to $21.6bn)

  • Consumer magazines (+7.5% to $21.6bn)

  • Local radio (+1.3% to $7.3bn)

  • Business-to-business magazines (+2.4% to $4.4bn)

  • National syndication (+7.4% to $4.2bn)

  • Spanish-language media (+6% to $4.2bn)

  • National newspapers (+5% to $3.4bn)

  • Sunday magazines (+8% to $1.6bn)

  • Freestanding inserts(+3.6% to $1.4bn)

  • Local magazines (+21.3% to $385m).
Looking ahead to 2006, TNS forecasts that US ad expenditure will rise by 5.4% to $152bn.

Data sourced from AdWeek (USA); additional content by WARC staff