Indiantelevision.com Team

(9 January 2008 2:30 pm)

MUMBAI: Total US measured advertising spending is projected to increase 4.2 per cent in 2008, according to the full-year forecast released by TNS Media Intelligence.

Measured expenditures are forecast to grow by 3.6 per cent in the first half of 2008, followed by a gain of 4.7 per cent in the second half.

TNS Media Intelligence senior VP research Jon Swallen says, “2008 is shaping up as a year of contrasts. Aside from the continued double digit growth rate of Internet display advertising, spending gains will be driven predominately by the powerful combination of Summer Olympics and record-setting levels of political advertising. Offsetting this, a weakened economy will have a dampening effect on the broader, core advertising market.”

Internet display advertising is forecast to continue growing at double-digit rates in 2008 with Spot TV, Spanish Language Media, Outdoor and Cable Network TV also exceeding the overall market average. Consumer magazines and Network TV are projected to post small gains versus 2007, while business-to-business magazines and newspapers are expected to experience outright declines in ad spending of -0.1 and -0.9 per cent, rspectively.

While television's share will be 44.1 per cent, magazine's share will be 21.1 per cent. Newspapers share will be 17.2 per cent. The net's share will be eight per cent compared to 7.1 per cent last year.

“The Internet will continue to gain share, principally at the expense of newspapers. We track share of spending on a rolling two-year basis, in order to control the biennial fluctuations associated with the Olympics and elections – events that disproportionately benefit television media. Our projections for the 2007-08 cycle indicate television and magazines will maintain their shares, while the Internet will move past radio,” adds Swallen.