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BtoB

TNS: Ad revenue up 4.4% in first quarter

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New York—U.S. advertising revenue totaled $33.5 billion in the first quarter, up 4.4% from the same period last year, according to TNS Media Intelligence.

Local magazines led all media categories in growth, with spending up 26.2% to $104 million. Cable TV spending was up 18.2%, to $3.5 billion.

"It is clear that advertisers were fiscally more cautious in the first quarter of 2005, given mixed economic indicators and wavering consumer confidence," said Steven Fredericks, president-CEO of TNS Media Intelligence.

Ad spending in b-to-b magazines grew by only 0.1% in the first quarter, totaling $1.2 billion.

The top ad categories by growth were direct response (up 19.3%), media and marketing services (up 12.6%), restaurants (up 11.9%) and domestic auto, factory and dealer (up 8%).

—Kate Maddox

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