Ad Spending 2002 Figures in USA

Advertising spending for 2002 in the USA rose nearly 6% over 2001, fueled by gains across most major media, according to preliminary figures released by Nielsen Monitor-Plus, the advertising information service of Nielsen Media Research.

Advertising spending increased in nine of the eleven reported media, with growth rates ranging from 2% to over 10%. Hispanic television experienced the greatest gain, at 10.2%, while Local Newspapers grew 9.4% and Network Television rose slightly more than 8%.

Advertising spending for two of the reported media declined. National Newspapers fell 7.1%, compared with the same period last year, while Syndicated Television spending declined 7.5%.

'The 2002 advertising economy rebounded nicely with a respectable year-to-year increase of 5.9%,' said Jeff King, managing director of Nielsen Monitor-Plus. 'Second half activity, and the fourth quarter in particular, demonstrated an acceleration of the industry's recovery. A strong end-of-year comparison was not totally unexpected, given the weak September-to-December period in 2001. However, expenditures for Internet, Local Magazines, FSIs, and National/Local Sunday Supplements were not available at press time, which could have an impact on overall media spending comparisons.'

Year-to-date advertising spending for the top ten parent companies (all of whom were also 2001 top spenders) reached $12.8 billion through November 2002, up 10.2% from last year. Eight experienced growth, with Procter & Gamble (+ 24.6%) and General Motors (+18.4 %) showing the greatest increases in ad expenditures. Ad spending increased for three of the four automotive companies in the top ten -- General Motors (+18.4%), Ford (+11.7%), and Toyota (+11.4), while DaimlerChrysler decreased spending almost 10%.

'Auto advertising, at both the local and factory level, dramatically increased, providing the major impetus for overall growth in category spending,' King said. Specifically, King pointed out that auto dealerships showed the largest year-to-year increase - up almost $1 billion - while factory (manufacturer) advertising rose $720 million.

Other fast-growing categories included Motion Pictures, which increased spending by $475 million, and Prescription Drugs, which saw a $226 million increase in ad spending.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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