MAM
US ad market grows 4% in first quarter
MUMBAI: Total advertising expenditures for the first quarter of 2005 in the US have increased by 4.4 per cent to $33.5 billion compared to the same time period in 2004.
Though this is the smallest gain in advertising spend since the end of 2003, spending continues to increase at a faster rate than the GDP of the American economy just as it has in 10 of the last 11 quarters.
This data is contained in a report which was released by TNS Media Intelligence a provider of strategic advertising and marketing information. Local Magazines led all media categories in percentage growth, rising 26.2 per cent to $104 million. Cable TV registered growth of 18.2 per cent to $3.5 billion, taking market share from broadcast TV.
Sunday Magazines grew by 14.5 per cent to $398 million which is a reflection of organic growth and expansion in TNS MI measurement base and Consumer Magazines increased by 9.5 per cent to $4.7 billion. Internet advertising also continued to rise, posting an 8.2 per cent increase over the previous year to $1.9 billion. By total dollar amount, Local newspapers and Network TV led all media at $5.9 billion and $5.8 billion, respectively.
TNS Media Intelligence president and CEO Steven Fredericks said, “It is clear that advertisers were fiscally more cautious in the first quarter of 2005, given mixed economic indicators and wavering consumer confidence. Traditional stalwart categories such as automobile, banking and retail department stores performed below the market average. However those decreases were offset by increased spending by direct response and restaurants”.
Local and national newspapers, which account for 20 per cent of total ad spend, have recently been faced with circulation declines and advertiser consolidation in key categories. As a result, these media turned in below-average growth, pulling down the total average. Spending for B-to-B Magazines continued to show weakness, and Spot TV and Network Radio were the only two media categories to show declines compared with the same period in 2004.
Advertising spend in the top ten categories increased by 4.9 per cent to $14.3 billion in the first quarter compared to the same time period in 2004. Domestic auto led all categories at $2.1 billion, closely followed by Non-domestic Auto at $2.0 billion. Direct Response led all categories in growth, rising 19.3 per cent to $1.5 billion, followed by media and marketing with a 12.6 per cent growth to $1.1 billion, and restaurants with 11.9 per cent growth to $1.1 billion. Spending by the top ten categories for the first quarter registered $14.3 billion, accounting for 42.6 per cent of total ad spend.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
