Total ad spending up 4.1% in ’06

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New York—Total ad spending increased 4.1% last year to $149.60 billion, according to TNS Media Intelligence, which released its full-year U.S. advertising data on Tuesday.

Excluding the cyclical contributions from political elections and the Olympics, the core growth number is about 3%, said TNS President-CEO Steven Fredericks.

In terms of individual ad growth by medium, Internet display ads grew the most in 2006, with a 17.3% increase to $9.76 billion.

This year’s growth forecast is conservative. “In the near term, we foresee no significant changes to underlying fundamentals that would move the overall ad market on to a different track,” Fredericks said in a statement. “Our most recent forecast of 2.6% growth for 2007, while conservative, still seems appropriate.”

—Carol Krol<

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