TNS Reports Spot TV Down 6.1%; Network Radio Down 3.3%

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NEW YORK ( -- Cable TV advertising revenue increased 15.3% to $7.9 billion during the first half of 2005, leading gains made by all other media, according to TNS Media Intelligence.
TNS reports Internet ad spending is up 9.4% and consumer print magazine spending increased by 9.1% in the first half.

TNS attributed the spike in cable revenue to higher unit costs, increases in commercial time and larger audience.

Internet advertising grew 9.4% to almost $4 billion, outdoor notched a 9.3% increase to $1.6 billion and consumer magazines grew 9.1% to $10.5 billion.

Overall spending up 4.5%
Overall, TNS put first-half 2005 advertising expenditures across all media at $70.5 billion, up 4.5 % from the first half of 2004.

The increase is slightly more than 4.1% first-half growth TNS previously predicted but less than the 5.7% growth Nielsen Monitor-Plus recorded in its half-year ad-spending figures released Aug. 30.

Two losers
Two media lost ground in the first half of the year -- spot TV dropped 6.1% and network radio fell 3.3%. Overall, national advertising's 7.4% growth outpaced local advertising’s 0.1% increase.

TNS also measures ad spending by category, with direct response leading the way with 19.9% growth while restaurants were a robust second at 9.2%. Meanwhile, prescription drug spending and non-domestic auto spending dipped 0.4% and 0.6%, respectively, retail advertising was down 3.2% and movie advertising plunged 9.2%.

Two biggest spenders
General Motors Corp. and Procter & Gamble Co. remained the two highest ad spenders, although P&G reduced its outlay 4.7% over last year. GM spent almost 20% more during the first half of 2005 than the first half of 2004.

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