Total Advertising Spending Stalls in Q1

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By: Jennifer Saba

Total advertising spending in the U.S. inched up 0.6% in Q1 compared to the same quarter a year ago, according to TNS Media Intelligence.

Of all the media measured by TNS, newspapers lost the most during the quarter. Total advertising expenditures in newspapers was down 5.2% in Q1. Spending in local newspapers declined 5%, while spending in national newspapers fell 6.2%. Advertising in Spanish language newspapers dropped 5.3%.

“Enduring concerns about economic conditions and consumer spending behavior continued to cast a pall over the advertising market during the first quarter,” Jon Swallen, senior vice president of research at TNS, said in a statement. “After a hopeful start to the year, the pace of ad spending slowed perceptibly during March, and early figures from the second quarter indicate little immediate or sustained improvement in the core ad economy.”

The Sunday magazine segment grew the most, up 17.1%. Advertising expenditures on the Internet advanced 8.5%. Freestanding inserts were up 8.8%.

Spending on Spot TV slipped 2.4% in the quarter, while local radio declined 7.2%. Gaines in network radio, up 12%, mitigated the loss in the radio category, which fell 4.5% in Q1.

The top 10 advertisers overall increased spending by 1.6% in Q1.

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