Bouncing back from disappointing trends in 2011, total advertising spending in the first quarter of this year inched up 2.6%, compared to the previous year period, according to a new report from Kantar Media.
Expenditures for all media totaled $32.9 billion, Kantar said Monday.
Advertising expenditures increased across every television media type in
the first quarter of 2012. Sports programming was the engine behind
year-over-year gains of 7.4 percent in Cable TV and 7.0 percent in
Network TV spending. More than two-thirds of this dollar volume growth
came from sporting events, led by the NCAA Men’s Basketball Tournament
and NFL post-season games. Comparisons were helped by a calendar timing
shift that moved ad money for the NCAA Final Four games out of April and
into the very last day of Q1 2012.
Syndication TV budgets rose 15.7 percent and were aided by more hours of
programming as well as audience ratings gains. Spot TV, benefitting from
a biennial business cycle tied to political advertising and Olympics in
even-number years, saw spending increase 2.5 percent versus a year ago.
Kantar Media Reports U.S. Advertising Expenditures Increased 2.6 Percent in the First Quarter of 2012 – MarketWatch