U.S. ad spending growth slowing down

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New York—Ad spending in the U.S. increased 1.5% in the first nine months of the year compared with the year-earlier period, according to data released by Kantar Media. Growth in spending is slowing, the company said.

“The cautious optimism for the advertising market at the beginning of 2011 has been replaced by the statistical evidence of progressively slowing growth rates,” said Jon Swallen, senior VP-research at Kantar Media North America, in a statement. “From +4.1% in the first quarter, to +2.8% in the second quarter and now a barely palpable +0.4% for the July to September period.”

Internet media, which includes paid search and display advertising, was up 2.8% for the first nine months of the year, but Internet media spending was down 2.9% in the period from July through September, according to Kantar. This decline was led by a drop in paid search spending, which fell 14.4%.

Ad spending in b-to-b magazines has increased 1.1% for the first three quarters of the year. For the July through September period, ad spending in b-to-b magazines increased just 0.8%.

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