AD SPENDING UP 1.4% FOR MAY

But Year-to-Date Still Down From 2001

By Published on .

Most Popular
NEW YORK (AdAge.com) -- Advertising spending posted a positive result for total spending in May, according to Taylor Nelson Sofres' CMR.

But while ad spending rose to $9.02 billion in May, up 1.4% from $8.89 billion in May 2001, when spending cuts had already begun to take their toll on the ad market, the year-to-date total of $40.29 billion is still 1.2% below 2001.

Magazines, network TV up
Magazines posted

Related Stories:
2ND HALF AD SPENDING RISE PREDICTED
Surge Expected to Be Led by Mid-term Elections, Strong Upfront
2001 AD SPENDING WORSE THAN PREDICTED
Measured Media Down Almost 10%; 4%-6% Drop Forecast for '02
their first positive month in this year, up 0.2%, and network TV was up 4.5%, the first up month this year, aside from an Olympic-related spike in February. Syndicated TV continued to struggle, down 12.2% in May, while spot TV showed strong improvement, up 10.6%; both comparisons are skewed by last year's results, when syndication was up 4.7% while spot TV was down 15.3%.

Most media benefited from easier comparisons, particularly network radio, which was up 11.7% in May, compared with a 7.6% drop in May 2001, and national spot radio, which rose 12.5%, compared with a drop of 22.8% a year ago. Newspapers were up 5.5%, compared to a 7.1% drop in May 2001.

On the other hand, cable TV, where spending grew through most of 2001, was down 7.9% in May. National newspapers and business-to-business magazines were not helped by comparisons and dropped 6.3% and 15.1%, respectively, in May.

In this article: