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
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.