New York—Advertising spending in the U.S. totaled $144.0 billion last year, an increase of 0.8% over the previous year, according to data released by Kantar Media. Ad spending declined in the fourth quarter, dipping 1.0%, Kantar said.
Ad spending in b-to-b magazines also increased 0.8% last year, even with a drop of 0.8% in the fourth quarter of the year. Internet advertising, which has been the engine powering advertising growth in recent years, increased just 0.4% and declined 6.2% in the fourth quarter. Paid search fell 2.8%, a decline that accelerated to 6.4% in the fourth quarter. Online display advertising increased 5.5%, but declined in the fourth quarter, falling 5.9%
Overall, television advertising remained steady, posting an increase of 2.4% last year and an increase of 3.1% in the fourth quarter.