Ad Spending Up, According to NAA

september 14, 2004  10:50 am
Ad spending across all media advanced 3.6 percent in 2003, led by a 15 percent increase in cable television, according to veteran advertising forecaster Robert Coen of Universal McCann in New York City. Overall, gains in national ad spending, up 4.8 percent, outpaced increases in local spending, which edged up 1.8 percent. Ad spending in newspapers returned to positive territory in 2003, up 1.9 percent, after two difficult years (see table, right). The overall newspaper ad gains last year began to accelerate in the fourth quarter and into the early part of 2004. Increases averaged 1.5 percent through the first nine months in 2003, rose 2.6 percent in the fourth quarter and went up 3.5 percent in first-quarter 2004. Preliminary, incomplete indicators on performance in the second quarter showed a gain of roughly 4 percent. However, those increases were neither uniform across all advertising categories nor uniform across geographic areas.