TNS: Ad spending up 4.5% in first half

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New York—Total ad spending in the U.S. was up 4.5% during the first half of this year compared with the comparable period last year, according to a report released Tuesday by TNS Media Intelligence.

Total ad spending in the first half reached $70.5 billion, TNS reported.

The first half ad expenditure numbers demonstrate sustained momentum from the first quarter of the year,  said Steven Fredericks, president-CEO of TNS Media Intelligence.

During the first quarter, ad spending was up 4.4% over the first quarter of 2004.

Fredericks said ad growth in the first half outperformed TNS’ earlier forecast of 4.1%.

The advertising market continues to outperform the general economy, but the third quarter will be a much more difficult comparison period because of last year’s stimulus from the Summer Olympics and national elections, Fredericks said.

Industry categories showing the strongest growth in the first half were direct response (up 19.9%), restaurants (up 9.2%), financial services (up 7.2%) and miscellaneous local services (up 6.6%).

—Kate Maddox

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