The second half of the year will show slower growth than the first half, 3.5% compared with 6.9%, unlike last year, when ad spending related to political campaigns and the Summer Olympic Games in Athens helped the second half keep pace.
TNS is forecasting spending will grow 6.6% in the first quarter and 7.1% in the second, then slow down to 2% in the third quarter and 4.7% in the fourth.
The Internet will show the fastest rate of growth among media, up 11.2%, followed by Spanish-language TV with 9.4% growth and cable TV with 9.3%. Unlike in the second-half of 2004, which saw spending from political campaigns, spot TV will be almost flat, up only 0.6%. Business-to-business magazines will recover from the depths of the recession to show 1.5% growth.
Without the help of Olympic-related ad spending and with cable increasingly siphoning off viewers, network TV will show limited growth, up only 2.9%.