Investment in advertising in the USA stagnates in the second quarter of 2014

According to the latest report from Kantar Media, total advertising spending in the United States increased by just 0.7% in the second quarter of 2014. Jon Swallen, head of research of the company in North America, said: “The slow rate growth in advertising spending is due to excess of money that took the first quarter to fund the budgets of the Olympics.”Regarding television, advertising spending increased by 5% in a period when major sporting events had a significant impact. The investment in Spanish-speaking television grew by 41.5% due to the first three weeks of the World Cup in June, while spending on cable TV made almost 10% compared to the previous. Moreover, investment in internet grew by 6.2% due to an increase in digital budget of marketers.During the first half of 2014, spending of the ten largest advertisers was about $8 billion, representing a growth of 1.9% compared to the same period last year. Procter & Gamble maintained its position as the largest advertiser, although spending was reduced by 17.4%. For its part, Pfizer had the highest growth rate among the top ten advertisers with an increase of 25.1%. The high costs of new releases and sporting events placed car companies’ advertisers among the major spent on advertising.