Kantar reports ad spending up 5.1% in first quarter

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New York—Total U.S. ad spending reached $31.3 billion in the first quarter, up 5.1% over the same period last year.

It was the first quarterly increase in ad spending since the first quarter of 2008 and the largest gain since the first quarter of 2006.

“With the economy turning from recession towards growth, marketers appear to be more confident about a pickup in consumer activity and have increased ad budgets to support their brands,” said Jon Swallen, senior VP-research at Kantar Media.

The media category with the largest increase in the first quarter was spot TV (up 22.0%), followed by national spot radio (up 19.0%), Sunday magazines (up 13.7%), free-standing inserts (up 12.8%), network TV (up 11.6%) and Internet display ads (up 5.0%).

Categories that had the steepest declines in the first quarter were national syndication TV (down 13.2%), b-to-b magazines (down 8.4%) and local magazines (down 7.1%).

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