MEASURED U.S. AD SPENDING BY CATEGORY AND MEDIA

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Measured U.S. ad spending by category and media

Total ad Consumer Sunday Local National Network Spot Syndicated Cable TV Network National

Category Year spending magazine magazine newspaper newspaper Outdoor TV TV TV networks radio spot radio

Retail 1992 $7,696.7 $180.3 $127.5 $4,906.6 $11.7 $81.5 $441.5 $1,552.0 $27.4 $64.2 $71.3 $232.7

1991 5,123.0 194.6 88.2 2,492.7 13.0 63.1 359.8 1,524.2 25.5 42.4 92.1 227.2

Automotive 1992 5,913.5 1,036.6 29.7 910.7 110.1 47.5 1,578.8 1,851.0 50.0 146.8 50.9 101.2

1991 5,359.6 940.3 38.3 746.0 103.1 52.1 1,632.9 1,481.9 44.9 117.4 71.2 131.6

Business, consumer svcs 1992 4,675.8 500.6 33.8 1,353.9 291.2 82.4 851.3 1,106.1 56.5 145.4 78.5 176.1

1991 3,823.6 442.7 29.2 1,205.9 245.1 62.7 624.6 810.7 43.3 112.5 77.2 169.7

Food 1992 3,511.8 461.3 51.3 29.4 1.4 10.5 1,483.2 879.3 305.4 182.1 34.4 73.5

1991 3,556.3 433.4 29.1 36.5 4.1 9.2 1,495.4 974.3 294.6 141.0 41.9 96.7

Entertainment 1992 3,141.0 63.3 37.3 407.3 9.3 62.8 1,035.5 1,236.0 84.6 105.8 15.1 84.2

1991 2,919.6 58.5 35.8 387.0 6.8 53.1 916.6 1,196.0 81.8 83.0 15.6 85.4

Toiletries & cosmetics 1992 2,427.2 719.3 27.7 7.8 3.5 1.8 1,110.3 273.5 119.3 143.1 7.0 13.8

1991 2,250.3 631.4 21.8 6.8 1.3 2.3 1,048.6 293.3 125.6 92.5 8.2 18.6

Travel, hotels & resorts 1992 2,240.7 332.5 51.0 1,097.1 110.4 38.8 199.1 247.6 7.7 51.6 35.9 68.9

1991 2,228.5 335.4 49.0 1,063.0 106.9 48.6 213.3 233.6 8.0 49.1 33.4 88.1

Drugs & remedies 1992 2,087.4 276.2 26.6 80.3 5.6 12.6 935.4 370.8 154.1 108.3 95.2 22.4

1991 1,810.9 165.0 19.5 78.3 3.0 12.6 900.7 341.4 122.0 80.1 56.3 32.0

Direct response cos. 1992 1,402.2 616.3 377.6 99.2 46.3 1.1 72.9 89.6 26.6 32.0 36.7 3.8

1991 1,219.8 553.9 300.7 64.9 27.7 1.7 42.3 76.8 31.0 53.5 62.1 5.1

Candy, snacks & soft drinks 1992 1,234.2 64.5 4.0 13.2 3.0 7.1 566.7 299.1 113.2 89.6 30.5 43.2

1991 1,147.6 55.2 2.4 13.5 1.3 7.0 513.4 318.5 106.0 72.2 20.5 37.6

Apparel 1992 1,065.8 493.1 27.7 12.1 5.7 5.3 339.7 78.8 27.2 55.3 8.9 12.0

1991 922.6 421.9 27.8 6.9 5.2 11.3 272.9 86.9 26.9 41.5 7.5 13.8

Insurance & real estate 1992 979.7 135.6 11.3 403.9 50.2 22.4 167.3 119.3 7.1 22.9 15.5 24.1

1991 795.1 142.4 13.1 215.5 50.6 23.2 176.3 107.8 8.0 19.6 19.1 19.3

Sporting goods, toys 1992 885.6 169.6 3.4 6.3 2.3 0.2 241.8 259.6 107.4 91.9 0.7 2.3

1991 698.7 145.7 2.3 5.1 4.3 0.5 182.3 206.8 95.3 51.5 1.8 3.0

Beer & wine 1992 850.8 63.5 5.1 12.3 1.9 36.0 365.6 203.5 27.5 53.9 7.2 74.3

1991 843.7 51.6 5.4 12.8 4.0 32.2 381.0 209.2 26.1 43.5 1.5 76.2

Publishing & media 1992 804.2 202.3 14.7 237.9 14.5 33.6 39.2 162.7 7.3 25.1 22.2 44.7

1991 712.8 195.8 11.8 195.7 10.6 34.6 47.8 137.9 4.6 18.9 21.9 33.4

Computers, office equipment 1992 732.9 347.6 3.9 50.2 135.5 2.8 125.2 21.9 6.7 21.6 1.5 16.2

1991 649.0 286.4 9.7 44.7 121.0 3.4 119.0 16.8 6.4 19.1 12.9 9.6

Household equipment 1992 670.1 160.9 14.8 18.1 2.2 0.4 286.6 93.2 41.1 45.7 3.3 3.8

1991 614.0 113.8 10.6 21.0 2.7 1.1 283.8 96.1 46.8 28.7 6.9 2.4

Soaps & cleansers 1992 601.8 71.4 5.1 3.0 0.3 0.3 298.4 108.9 54.3 49.1 6.4 4.8

1991 603.4 71.5 2.6 3.0 0.2 2.1 283.1 160.9 48.6 25.2 0.9 5.2

Electronic entertainment 1992 413.0 112.5 4.1 34.2 4.8 0.7 116.9 68.5 23.1 34.8 8.3 5.1

1991 374.7 91.8 1.8 15.2 7.1 1.5 126.4 68.8 19.6 31.4 9.1 1.9

Cigarettes 1992 382.3 224.0 26.9 6.6 0.8 123.5 0.0 0.1 0.0 0.0 0.4 0.1

1991 496.3 265.7 29.0 12.8 1.5 184.9 0.0 0.2 0.0 0.1 2.1 0.0

Building material 1992 344.5 83.5 8.1 50.2 1.8 0.9 87.5 67.2 6.4 27.4 2.8 8.7

1991 301.5 79.3 7.1 36.8 2.0 3.1 72.2 63.6 4.9 21.6 0.5 10.5

Jewelry, optical 1992 341.4 156.1 9.1 6.9 7.8 2.1 109.6 18.7 7.1 20.6 1.3 2.0

1991 350.8 157.6 11.6 6.1 4.0 2.4 114.8 23.4 10.3 16.5 2.3 1.8

Gasoline & lubricants 1992 304.0 17.9 0.9 9.5 3.6 6.9 70.7 135.0 4.5 16.7 0.6 37.8

1991 308.1 27.8 0.5 15.2 4.8 6.1 48.9 152.3 1.4 8.9 0.0 42.3

Household furnishings 1992 260.2 124.9 11.1 42.3 1.2 0.1 37.8 27.6 6.6 4.6 0.0 4.1

1991 243.5 116.0 11.0 28.3 0.6 0.6 41.2 38.7 2.9 2.8 0.0 1.4

Liquor 1992 236.3 185.4 8.8 8.4 5.8 21.2 0.0 2.1 0.0 0.0 1.4 3.2

1991 286.6 228.9 8.2 7.7 3.1 29.3 0.0 5.0 0.7 0.3 1.4 2.0

Horticulture & farming 1992 214.8 19.4 14.0 48.4 1.3 0.4 27.0 52.2 2.7 18.4 8.0 23.2

1991 206.4 21.0 8.9 48.5 1.5 0.5 30.1 50.1 2.0 12.6 9.1 22.0

Pets & pet foods 1992 170.3 34.0 1.8 6.1 0.1 0.0 68.8 27.5 12.2 16.8 1.8 1.1

1991 199.1 39.0 4.5 6.5 0.1 0.5 83.8 28.4 17.1 14.6 2.9 1.7

Freight, industrial 1992 152.1 34.8 0.0 6.3 14.2 0.5 54.4 32.5 0.0 4.8 0.2 4.3

1991 162.6 42.8 0.2 6.6 10.4 0.1 61.7 34.3 0.0 4.1 0.2 2.2

Industrial materials 1992 121.3 45.6 0.1 7.7 8.7 1.3 40.4 10.6 0.3 4.5 1.8 0.2

1991 115.1 57.5 0.5 6.0 8.3 1.2 27.5 10.0 0.0 3.8 0.0 0.3

Business propositions 1992 39.5 26.9 0.6 1.8 7.2 0.7 0.0 1.6 0.0 0.1 0.2 0.3

1991 39.0 27.6 0.6 2.9 4.1 0.2 1.3 1.2 0.0 0.6 0.0 0.6

Airplanes (not travel) 1992 21.9 12.3 0.0 2.7 5

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