TNS Media predicts healthy growth for US ad industry

MUMBAI: The US advertising market is in fine fettle, thank you. And it is going to get even better this year. At least that's the prediction of TNS Media Intelligence/CMR, a provider of strategic advertising and marketing information.



TN/CMR has predicted that advertising spending will grow by 7.8 per cent in 2004 to $138.4 billion. This is a much sharper rise as compared to the growth in 2003 which was a much leaner 6.7 per cent, clearly indicating that the US economy is on an upward curve and is recovering from the 9/11 and its aftermath hangover.

TNS Media Intelligence/CMR president, CEO Steven J. Fredericks was quoted in a company release saying, "We anticipate expenditures on the upcoming US elections and summer Olympic Games to strengthen the ad market significantly in 2004. Additionally, as the economy improves, all leading categories of media will see improvement in advertising spending, with Spanish language television, the Internet, and Spot TV showing the strongest year over year gains."

TNS Media Intelligence/CMR has predicted that the ad market will get even more peppy in the second half of the year with the Olympics and the elections resulting in purse strings being loosened.

Growth Estimates

Period     Percentage growth

First Half 2004     6.8

1st Quarter 2004     6.5

2nd Quarter 2004     7.1

Second Half 2004     8.6

3rd Quarter 2004     8.4

4th Quarter 2004     8.9

Full Year 2004     7.8

Source: TNS Media Intelligence/CMR The figures are based on TNSMI/CMR internal analyses.

Guess what? The big kickers are going to be the Spanish Language TV segment and The Internet. The former is expected to grow a healthy 15.7 per cent, while the latter at 12.1 per cent. TNS predicts that all media will grow healthily.

Growth Estimates For This Year By Media Segment

Type of Media     Percentage Growth

Spanish Language TV     15.7

Internet     12.1

Spot TV     10.8

Network TV     9.6

Radio     9.5

Cable Network TV     8.3

Consumer/Sunday Magazines     5.7

Newspapers     5.5

Syndication     5.4

Outdoor     5

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