TV Posts Best Gains for the Month

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NEW YORK (AdAge.com) -- Ad spending posted another gain in July, but the results are tempered by their favorable comparisons with 2001's recessionary numbers.

According to tallies by Taylor Nelson Sofres' CMR, overall U.S. media spending rose 5.6% in July to $7.21 billion, putting total spending year-to-date 0.5% ahead of last year's.

TV spending rose, thanks to increases in cable, spot and network, which rose 18.6%, 17.8% and 5.9%, respectively, while syndication was down 10.6% for the month. Magazines and newspapers rose 5.6% and 2.2%, respectively, while Sunday magazines dropped 7.1% and national newspapers were down 5.9%. Business-to-business magazines showed improvement, even as they posted an 11.9% drop. National spot radio dropped 8.1% and network radio was down 1.8%.

While the numbers showed an improvement over last year, total consumer media spending year-to-date is still below 2000's boom-time numbers, and July's consumer media was virtually flat compared with July 2000. Only Sunday magazines, network TV and cable TV ad spending were up in July over July 2000, and July's newspapers were virtually flat over 2000's number. Year-to-date, only newspaper, network TV and Sunday magazine spending is above 2000's levels.

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