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US Ad Spending Up 3.2% in First Half of 2011

September 14, 2011

Total measured advertising expenditures reached $71.5 billion in the first six months of 2011, up 3.2% from the same period one year earlier, according to data released Kantar Media.

Spending growth eased slightly during the second quarter, reaching $36.5 billion, up 2.8% from a year earlier.

In terms of growth, the top media categories in 1H11 were Spanish-language magazines, up 29.0% from 2010 levels, national TV syndication (up 18.5%), Internet display ads (up 12.9%), and cable TV (up 11.8%). B2B magazine revenue grew 1.4% in the first half.

"Advertising grew at a slower rate in the second quarter, contributing to speculation about the durability of an advertising recovery that is into its second year," said Jon Swallen, SVP Research at Kantar Media North America. "Key ad spend indicators are painting a mixed picture. On one hand, a majority of media types actually improved their performance from Q1 to Q2."

"On the other, spending growth for the top 100 advertisers stalled in Q2 and the ad market became more dependent on the comparatively smaller budgets of mid-sized advertisers as the main source of growth."

Below, measured ad expenditure-related data and analysis from Kantar Media.

Measured Ad Spending by Medium

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