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TNS lowers 2006 ad spending forecast to 4.9% growth

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New York—TNS Media Intelligence has lowered its ad spending forecast to 4.9% growth this year, from an earlier forecast of 5.4% growth issued in January.

Steven Fredericks, president-CEO of TNS, said that while some ad segments—including Internet, Spanish-language media and TV—will continue to grow this year, radio and print will lag behind.

For the first half of the year, TNS projects ad spending growth of 4.5%. Ad spending is expected to increase by 5.3% during the second half of the year, driven by political advertising, according to TNS.

For the year, Internet ad spending is expected to increase by 13.0% over 2005, Spanish-language media by 12.9%, and spot TV is expected by 8.9%.

However, radio ad spending will increase by only 2.1%, newspaper ad spending will grow by 0.2%, and b-to-b magazine spending is expected to decline by 0.3%.

—Kate Maddox

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