MUMBAI: Advertising spending in the US climbed 6.4 per cent in the first nine months of 2010 from the year-ago period to end at $94.06 billion, according to data released by Kantar Media.

Ad spending during the third quarter of 2010 was up 8.7 per cent versus last year, the largest quarterly gain since the end of 2004.
 
Said Kantar Media SVP research Jon Swallen, "The advertising recovery expanded during the third quarter to include stronger participation by the long-tail of marketers beyond the Top 1000."

Among various media, local TV stations saw the biggest rebound, with ad spending up by 27.8 per cent in the first nine months of 2010 compared with the same period a year earlier. Local TV benefited from the swell of political advertising and sustained demand from automotive marketers and retailers, Kantar said.

Overall TV ad spending grew 10.5 per cent in the first nine months. 
 
Consumer magazines ad spending gained 2.8 per cent and national newspapers climbed 6.8 per cent, mainly due to gains at the Wall Street Journal.

During the same period Internet display advertising rose by 7.7 per cent during the same period, followed by outdoor advertising (7.3 per cent) and radio (6.2 per cent), reported Kantar media. 
 
Local newspapers declined by 4.4 per cent, followed by B-to-B magazines (2.6 per cent) and local magazines (1.8 per cent).

Percent Change in Measured Ad Spending

 
Source: Kantar Media