Network TV misses out on advertising resurgence

Across-the-board growth of the American advertising market continues this year with the single exception of network television.

The U.S advertising market registered at $61.6 billion in ad expenditures for the first half of 2003, an increase of 6.8 percent as compared to the first half of 2002, said TNS Media Intelligence/CMR, the media and marketing research firm.

Overall, researchers found the broadcast sector increased 4.7 percent to $31.3 billion and print posted a strong gain as well - up 8.6 percent to $25.8 billion.

Cable TV posted the highest growth for the half - up to $5.7 billion, an increase of 16.7 percent. The only media segment with negative growth was network television, which fell 0.4 percent to $10.3 billion.

The findings reveal that 15 out of 16 measured media outlets experienced growth with six (cable TV, local newspapers, consumer magazines, the Internet, syndication and Spanish language TV) showing double-digit percentage gains compared to the first half of 2002. “These first half results are further evidence that the ad recovery is well underway and that 2003 will be a very healthy year for the advertising marketplace,” said Steven Fredericks, president and CEO, TNS Media Intelligence/CMR.

The big advertising spenders in the first half of 2003 were automotive, packaged goods and entertainment advertisers. General Motors led the spending with a 10.5 percent increase to $1.3 billion. Among the top 10 were AOL Time Warner, who spent $965.7 million, 4.8 percent more than it did a year ago, and the Walt Disney Co., who raised its ad spending 19.4 percent to $632.5 million.

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