TNS Media Intelligence Forecasts 4.2 Percent Increase in U.S. Advertising Spending for 2008
Internet to Continue Double Digit Growth with Spot TV, Spanish
Language Media, Outdoor and Cable Network TV Higher Than Market
Average
NEW YORK--(Business Wire)--Total U.S. measured advertising spending is projected to increase
4.2 percent in 2008, according to the full-year forecast released
today by TNS Media Intelligence, the leading provider of strategic
advertising and marketing information. Measured expenditures are
forecast to grow by 3.6 percent in the first half of 2008 followed by
a gain of 4.7 percent in the second half.
"2008 is shaping up as a year of contrasts," said Jon Swallen, SVP
Research of TNS Media Intelligence. "Aside from the continued double
digit growth rate of Internet display advertising, spending gains will
be driven predominately by the powerful combination of Summer Olympics
and record-setting levels of political advertising. Offsetting this, a
weakened economy will have a dampening effect on the broader, core
advertising market."
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*T
2008 TOTAL AD EXPENDITURES(1)
GROWTH ESTIMATES
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PERIOD % CHANGE vs. 2007
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First Half 2008 3.6%
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Second Half 2008 4.7%
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FULL YEAR 2008 4.2%
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Source: TNS Media Intelligence
(1) Defined as all TNS MI measured media, including: Network TV; Spot
TV; Cable TV; Syndication TV; Hispanic Network TV; Consumer (PIB)
Magazines; Sunday Magazines; Local Magazines; Hispanic Magazines;
Business-to-Business Magazines; Local Newspapers; National
Newspapers; Hispanic Newspapers; Network Radio; Spot Radio; Local
Radio; Internet; and Outdoor.
*T
Internet display advertising is forecast to continue growing at
double-digit rates in 2008 with Spot TV, Spanish Language Media,
Outdoor and Cable Network TV also exceeding the overall market
average. Consumer Magazines and Network TV are projected to post small
gains versus 2007, while Business-To-Business Magazines and Newspapers
are expected to experience outright declines in ad spending.
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*T
2008 PROJECTIONS BY MEDIUM
(Ranked by Growth Rate)
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% CHANGE vs. 2007
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Internet(1) 14.4%
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Spot TV 9.9%
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Spanish Language Media(2) 7.8%
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Outdoor 5.5%
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Cable Network TV 5.0%
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Consumer & Sunday Magazines(3) 3.6%
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Network Television 2.7%
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Syndication TV 1.3%
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Radio 0.7%
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Business-To-Business Magazines -0.1%
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Newspapers(3) -0.9%
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Source: TNS Media Intelligence
1. Internet estimates reflect display advertising only
2. Spanish Language Media includes Hispanic Network TV; Hispanic Spot
TV; Hispanic Magazines; and Hispanic Newspapers
3. Magazine and Newspaper estimates do not include web site
advertising
Share figures may not add to 100.0% due to rounding
*T
"The Internet will continue to gain share, principally at the
expense of newspapers," said Swallen. "We track share of spending on a
rolling two-year basis, in order to control for the biennial
fluctuations associated with the Olympics and elections - events that
disproportionately benefit television media. Our projections for the
2007-08 cycle indicate television and magazines will maintain their
shares, while the Internet will move past radio."
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*T
Share of Measured Advertising Spending by Media:
2007-08 vs. 2006-07
2007-08 2006-07
MEDIA TYPE (24 months) (24 months)
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TELEVISION 44.1% 44.0%
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MAGAZINES 21.1% 20.9%
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NEWSPAPERS 17.2% 18.2%
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INTERNET 8.0% 7.1%
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RADIO 7.0% 7.3%
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OUTDOOR 2.6% 2.6%
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TOTAL 100.0% 100.0%
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Source: TNS Media Intelligence
Note: The sum of the individual media may differ from total due to
rounding
*T
About TNS Media Intelligence
Established in 23 countries with more than 16,000 customers, TNS
Media Intelligence is part of TNS, the global marketing insight and
information group. TNS Media Intelligence monitors 3 million brands
worldwide across a multitude of media, including TV, radio, print,
Internet, cinema and outdoor. The company offers a full range of
insights and analyses, including the tracking of advertising
expenditures and advertising creative, as well as news and social
media monitoring and sports sponsorship evaluation.
In the U.S., TNS Media Intelligence is the leading provider of
strategic advertising intelligence to advertising agencies,
advertisers, and media properties. The company's tracking technologies
collect advertising expenditure and occurrence data, as well as select
creative executions, for more than 2.8 million brands across 20 media
in North America. The U.S. headquarters are in New York City with
sales locations in major markets throughout the United States.
www.tns-mi.com
About TNS:
TNS is a global market insight and information group.
Our strategic goal is to be recognized as the global leader in
delivering value-added information and insights that help our clients
to make more effective decisions.
As industry thought leaders, our people deliver innovative
thinking and excellent service to global organizations and local
clients worldwide. We work in partnership with our clients, meeting
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Communications. We are a major supplier of consumer panel, media
intelligence and Internet, TV and radio audience measurement services.
TNS is the sixth sense of business.
www.tnsglobal.com
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Alicia Wells, 212-931-6149
awells@peppercom.com
Copyright Business Wire 2008
