Kantar Media Reports Increase in U.S. Advertising Expenditures

“Ad spending growth sputtered during the second quarter and was unable to sustain its early year momentum,” said Jon Swallen, chief research officer at Kantar Media North America. “The advertising market is mirroring the tepid, slow growth performance of the general economy. Third quarter results will get a short-term boost from the Summer Olympics and political advertising but sustained long-term improvement will probably be linked to the health of consumer spending on the goods and services that marketers provide.”

Measured Ad Spending By Media
Television continued to lead the ad market in the second quarter of 2012, with overall growth of 4.4 percent. Cable TV expenditures rose 4.2 percent and growth was driven by sports programming and networks with larger audience ratings. Network TV spending was down 0.4 percent and comparisons were hurt by a timing shift that moved ad money for NCAA Final Four games out of April and into the prior quarter.