New York—Total U.S. advertising expenditures increased to $32.5 billion in the first quarter, a gain of 4.4% over the year-earlier period, according to Kantar Media. That figure represented the lowest growth rate in the past year, although the ad market has notched five consecutive quarters of growth.
Cable TV posted the largest gain for the quarter, growing 31.9%. The growth was helped by the NCAA Men's College Basketball Tournament appearing on the Turner Broadcasting System, Kantar said. Online display advertising increased by 14.6%, and b-to-b magazine advertising increased 1.0%.
Separately, eMarketer projected that global ad spending will increase to $494 billion this year, a gain of 3.9% over last year. U.S. online ad spending is expected to increase 20.2%
this year, eMarketer said.