By: Ann M. Mack (
Adweek IQ) The Internet recorded the largest advertising gains of any medium in the first quarter, according to the latest figures from TNS Media Intelligence/CMR, with U.S. online ad expenditures increasing 28% from the year-ago period.
TNS Media Intelligence/CMR, the New York-based company that tracks ad spending in major media, reported that Internet ad revenue was $1.9 billion in Q1, up from $1.5 billion during the same time the year before.
The numbers differ from a report released last week from the Interactive Advertising Bureau and PricewaterhouseCoopers, which estimated that first-quarter online ad spending was up nearly 40% to $2.3 billion over the same time a year earlier.
Nonetheless, both reports suggest that the Web has become an established part of the advertising mix.
Total U.S. ad spending in the first quarter came in at $31.5 billion, a 9.6% rise from $28.8 billion in the first three months of 2003.
"The economy is a bellwether for overall ad spending, and as the economy continues to grow, ad spending follows suit," said Steven Fredericks, president and CEO of TNS Media Intelligence/CMR.
Other media categories showing strong year-over-year ad spending growth in Q1 included national syndication, cable TV and national newspapers, up 16.7%, 16.3% and 14.6%, respectively.
Also enjoying first-half boosts: network TV (11.5%), spot TV (8.9%), local newspapers (7.2%), consumer magazines (7.2%), freestanding inserts (7.1%), local magazines (6.6%), outdoor (5.2%), local radio (4.2%), network radio (2.3%) and business-to-business magazines (1.4%). Media categories that were essentially flat included Spanish-language media (0.1%) and Sunday magazines (0.6%). The lone category posting a decline was national spot radio (-2.2%).
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