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TNS Media Intelligence/CMR which provides strategic advertising
and marketing information recently released its mid-year forecast.
In addition to the above mentioned major events other key trends
that will impact the healthy advertising outlook include strong
growth in the leading ad categories and growth in new brand spending
The company's president and CEO Steven Fredericks added, "Advertising
spending during the first quarter of 2004 was very strong. Total
expenditures increased by 9.6 per cent to $31.5 billion as compared
to the same period in 2003. This robust ad growth is the beginning
of what we forecast to be an extremely strong year."
The company has estimated that political spending will total $1.5
billion this year. $1.3 billion will be spent on the elections and
another $200 million will focus on issue-related ads. Olympic spending
will contribute an incremental $850 million. This will mark an increase
of $100 million over ad spending that surrounded the 2000 Sydney
games.
As far as individual media are concerned the internet is expected
to grow at 15.8 per cent followed by television spots at 14.3 per
cent. Radio's figure has been pegged at 11.5 per cent. The cable
networks pie is looking at a 9.9 per cent growth. Both network and
syndicated TV are slightly behind at 9.8 per cent.
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