Advertisers expressed confidence in the economy in the first quarter of 2000, increasing traditional media advertising activity by 12.7% over the same period last year to $22.2 billion vs. $19.7 billion, according to Competitive Media Reporting. Prescription drugs, investment brokers and the prevalence of Internet-related and dot-com companies fueled the growth. However, CMR found that pure Internet players, such as Yahoo! and America Online, which once dominated ad spending, are being passed by niche sites such as online financial services companies. CMR said the Internet-related category outspent categories such as telecommunications and hospitality and restaurants.
Copyright July 2000, Crain Communications Inc.