TNS Media Intelligence predicts slight increase in U.S. ad spending this year

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New York—Total U.S. ad spending is expected to increase 1.7% this year to $152.3 billion, according to a full-year forecast released Tuesday by TNS Media Intelligence.

The forecast is a downward revision from the company's prior forecast in January of 2% growth.

Ad spending in the first half of this year is projected to grow 1.2% while the second half is expected to see a gain of 2.3%. "The advertising market has moved onto a slower track than we thought possible just six months ago," said Steven J. Fredericks, president-CEO of TNS Media Intelligence, in a statement. "We expect the overall pace of activity will pick up slightly in the second half of the year. However, it still appears that total measured expenditures will post their smallest annual gain since the 2001 advertising recession as marketers continue to incrementally scale back their allocations to offline media in favor of less expensive digital alternatives."

Internet display advertising is expected to grow 16% this year. Ad spending on cable TV networks is projected to rise 5.9%, while ad spending on network TV is projected to increase 1.3%.

—Matthew Schwartz

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