Cable, syndicated TV
Internet advertising was the fastest-growing sector, with a 15.7% growth, followed by cable TV (15.6%) and syndicated TV (15.3%).
All media showed growth except spot TV, which dropped 5.4%, due to comparisons to spending on last year's elections. A growth surge of 13.4% put newspapers at the top of the spending chain, with $22.79 billion in advertising, ahead of network TV, which totaled $20.37 billion, up only 1.8% vs. 2002, when the Winter Olympics boosted ad spending. Even the battered business-to-business magazine sector posted its first annual increase in three years, up 0.7%.
Biggest spender: P&G
Procter & Gamble Co. claimed the top spot among advertisers, increasing its spending by 24.7% to $2.67 billion. General Motors Corp. dropped to second place with flat spending of $2.49 billion. Spending by automakers was mixed. Ford Motor Co. was the fourth-largest spender, with $1.41 billion, up 13.2%, while fifth-place DaimlerChrysler spent $1.57 billion, down 1.1%, and Toyota Motors Co. spent $1.01 billion, up 7.8%, to come in 10th.
Media companies also showed spending increases, although a portion of their advertising tends to be carried on their own outlets. Time Warner was the third-largest spender, up 2.5% to $1.88 billion, while Walt Disney Co. was up 17.8% to $1.4 billion, enough for sixth place.