Ad Spending Up Nearly 6% in 2002

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By: Katy Bachman

(Mediaweek.com) Coming off a strong fourth quarter, advertising spending rebounded last year, up 5.9%, according to preliminary figures released Friday by Nielsen Monitor-Plus. Of the 11 media measured by the ad tracking service, nine showed growth. Hispanic TV led the way, with a 10.2% gain.

Other media that posted gains are: local newspapers, up 9.4%, followed by network TV (8.3%), network radio (8.1%), spot TV (6.3%), outdoor (6%), cable TV (5.4%), national magazines (4.9%) and spot radio (2.2%).

Spending on national newspapers and syndicated TV decreased by 7.1% and 7.5%, respectively.

Advertising growth was fueled in part by three major automotive advertisers. General Motors, the top advertiser, spent more than $2.3 billion through November 2002, an 18.4% increase. Other automotive companies that increased spending were Ford, the fourth largest advertiser, up 11.7%, and Toyota Motor Corp., the 10th largest advertiser, up 11.4%. DaimlerChrysler AG, the fifth largest advertiser, reduced its ad budget by 9.5%.

Entertainment companies also increased ad spending. No. 3-ranked AOL Time Warner, increased by 11.4%, as did No. 6-ranked Walt Disney Co., up 11.2%.

Other top 10 advertisers that increased ad spending were Procter & Gamble, the second largest advertiser, up 24.6%; Johnson & Johnson, up 18.4%; and Pfizer, up 12.9%.

Nielsen Monitor-Plus is a service of Nielsen Media Research, a division of VNU, the parent company of this Web site.

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