Kantar: Ad spending up in first-half 2010

Share this content:

Advertising spending rallied from the economic downturn during the first half of 2010, with spot TV leading the improvement and free-standing inserts (FSIs) and Internet display ads showing continued strength, according to a study.

Advertisers spent $63.6 billion in media during the first six months of 2010, a 5.7% increase from the same time a year ago, according to market research firm Kantar Media. The study also noted that early figures for the third quarter show the improvement will continue in the second half of the year.

Spending on television ads rose 10%, led by a 25.1% increase in spot TV advertising. FSIs showed the second-largest jump among the major media sectors, up 7.6%. Radio advertising spending was up 6.3%, helped by gains in national spot radio, which was up 16.8%. Spending on Internet display ads rose 5.3%. All figures were compared to the first half of 2009.

However, print categories remained depressed, with newspaper spending down 3% and magazine ad spending relatively flat, up only 1.6%, in the first half of the year. Outdoor advertising was up 2.8%.

FSIs managed to see an increase despite the decline of print media advertising spending. The reason is that marketers found new vehicles to deliver coupons directly to consumers, said Dan Kitrell, VP of account solutions at Marx, an intelligence division of Kantar. For example, he noted that Valassis delivers coupons by mail through its Red Plum unit.

“It's a really a market-by-market decision based on market penetration, as newspaper circulations drop,” he said.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here