Local Newspapers saw expenditures for their print editions fall by 3.7 percent to $17.50 billion. Radio media also lagged, down a combined 1.1 percent to an aggregate of $8.09 billion.

Total advertising expenditures in the first nine months of 2006 increased 4.0 percent to $108.4 billion as compared to the prior year period, according to data from TNS Media Intelligence. Total ad spending during the third quarter of 2006 was up by 3.8 percent versus 2005.

“Although total ad spending has turned in a modest year-to-date gain, growth rates over the past six months lag forecast projections by 80-90 basis points,” said Steven Fredericks, president and CEO of TNS Media Intelligence. “Record-setting levels of political advertising, which will also impact fourth-quarter figures, have not been enough to overcome continued weakness within the automotive, retail and travel sectors.”

Ad Spending By Media
Spanish Language Television, leveraging the World Cup event, experienced a 19.1 percent increase in ad spending to $3.22 billion. Internet display advertising posted a 17.9 percent gain to $7.15 billion for the nine month period. Spot TV, propelled by third quarter political advertising, advanced 6.3 percent to $11.95 billion.

Other TV media continued to experience soft demand during the third quarter that dampened year-to-date performance. Network TV finished the period with $16.65 billion in expenditures, up 3.8 percent. Cable Network ad spending of $12.14 billion was a 3.3 percent improvement over same period in 2005.

Local Newspapers saw expenditures for their print editions fall by 3.7 percent to $17.50 billion. Radio media also lagged, down a combined 1.1 percent to an aggregate of $8.09 billion.

Share of Spending By Media
The Internet continues to grow its share of total advertising expenditures. For the first nine months of 2006, the Internet accounted for 6.6 percent of total ad spending, up from 5.8 percent a year ago. Newspapers lost 1.3 share points over this period, slipping to 18.7 percent of expenditures and falling behind magazines.

Ad Spending by Advertiser
The top 10 advertisers in the first nine months of 2006 spent $13.55 billion, unchanged from the prior year period. Extending outwards to the top 50 advertisers, a group that accounts for one-third of total ad spending, expenditures declined 1.0 percent. Beyond the top 50, outlays advanced a healthy 6.7 percent, continuing a recent trend of middle-tier spenders lifting the overall ad market.