According to figures released by TNS Media Intelligence, last year the nation's businesses increased their advertising expenditures by 4.1%, to just under $150 billion.Top advertiser was once again Proctoer & Gamble (NYSE:PG) at $3.3 billion, followed by General Motors (NYSE:GM), AT&T Inc. (NYSE:T), Verizon Communications (NYSE:VZ) and Time Warner (NYSE:TWX). By category, Telecom nudged out autos, local services and amusements, and financial services.
What I found most interesting was the comparison of media types and their share of the advertising pie. While the ad industry has been searching for ways to reach the key demographics that are abandoning their televisions in favor of video games and internet amusement, the 2005 vs. 2006 stats don't reflect this. In 2005, the Internet grabbed 5.8% of the total spending on ads; in 2006, this was up to only 6.5%. However, the study did not include search-engine marketing, which is rapidly becoming the primary revenue producer for internet sites.
Television, that dinosaur of the marketing world, actually grew in share from 43.2% to 43.7%.
The study did include an important caveat about political spending. With the over-the-top ad budget that was blown on this year's campaigns, TNS estimates the totals are around 1% higher than they would otherwise be.
Newspapers dropped from 19.9% to 18.7%, while magazines and radio held steady. TSN is forecasting a 2.6% growth in ad expenditures for 2007.
The study did include an important caveat about political spending. With the over-the-top ad budget that was blown on this year's campaigns, TNS estimates the totals are around 1% higher than they would otherwise be.
Newspapers dropped from 19.9% to 18.7%, while magazines and radio held steady. TSN is forecasting a 2.6% growth in ad expenditures for 2007.
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