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Ad spend increases 3.5 percent in second quarter
Patricia Molina| 10 de septiembre de 2013
Gastos publicitarios aumentaron en un 3.5%
Kantar Media announced last Sept. 9 that total ad spend in the second quarter of this year jumped 3.5 percent over the same period last year for a total outlay of $35.8 billion. Total advertising investment in the first six months of this year increased by 2 percent.Jon Swallen, chief research officer at Kantar Media North America, said that “ad spend has now increased for six consecutive quarters and in reaching 3.5% growth for Q2, had its best performance in a non-Olympic period since the end of 2010. He went on to say that on one side, year-ago spending was deflated by major advertisers who [in Q2 2012] conserved budgets in advance of the Summer Olympics and this makes current year growth appear larger. On the other side, there were more NBA playoff games this year, and it generated a sizable windfall of extra TV ad revenue.Ads on the Internet climbed 4.1 percent during the same period. Total spend, not including on video or mobile ad formats, got a hike from financial services and telecom advertisers. For its part, advertising investment related to travel and tourism increased in the summer vacation season.Consumer magazines had a hike in ad spend of 1.9 percent, while Sunday magazine supplements followed a similar pattern, with an increase of 4.1 percent. Advertising expenditures in newspapers plummeted 4.3 percent.
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