Report: Ad Spending Jumps

february 20, 2004  04:05 pm
With gains across all major media, U.S. ad spending grew 5.1% in 2003 versus 2002, according to a report released Thursday by Nielsen Monitor-Plus. Local magazines had by far the strongest growth, followed by local newspapers and national magazines. Jeff King, managing director of the Nielsen Media Research unit, said the ad climate grew "steadily each quarter throughout 2003." He said that while the last year's growth rate may be difficult to sustain, Nielsen expects healthy ad revenue to continue this year on the strength of political advertising and Summer Olympics ads. First-quarter 2003 started with a slight 1.5% gain. That more than doubled in the second quarter to 3.6% and had jumped to 7.4% by the fourth quarter.