TNS Media Intelligence Reports U.S. Advertising Market Grew 4.1 Percent in First Half of 2006.NEW YORK New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of -- Total advertising expenditures in the first six months of 2006 increased 4.1 percent to $73.0 billion as compared to the prior year period, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. data released today by TNS TNS transcutaneous neural stimulation. Media Intelligence, the leading provider of strategic advertising and marketing information. "Coming off a 5.3 percent gain in the first quarter that was aided by the Winter Olympics Olympics Sports medicine An international competition among (traditionally) nonprofessional athletes trained in a particular summer or winter sport, which is held every 4 yrs in a selected city. See Paralympics, Special Olympics, World Medical Games. , the growth in total ad spending for the second quarter fell back more than expected and finished at 2.9 percent," said Steven Ste´ven n. 1. Voice; speech; language. Ye have as merry a steven As any angel hath that is in heaven. - Chaucer. 2. An outcry; a loud call; a clamor. To set steven to make an appointment. Fredericks, president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of TNS Media Intelligence. "Pro-forma monthly expenditures, excluding the stimulus stimulus /stim·u·lus/ (stim´u-lus) pl. stim´uli [L.] any agent, act, or influence which produces functional or trophic reaction in a receptor or an irritable tissue. of special events such as the Olympics and World Cup, have been tracking steadily within a range of a 2 to 4 percent increase. Third and fourth quarter political spending will be incremental Additional or increased growth, bulk, quantity, number, or value; enlarged. Incremental cost is additional or increased cost of an item or service apart from its actual cost. to this base, helping total year performance." Ad Spending By Media Spanish Language Spanish language, member of the Romance group of the Italic subfamily of the Indo-European family of languages (see Romance languages). The official language of Spain and 19 Latin American nations, Spanish is spoken as a first language by about 330 million persons Media, paced by an enormous surge See power surge. SURGE - Sorter, Updater, Report Generator, Etc. IBM 704, 1959. Sammet 1969, p.8. in June June: see month. ad spending associated with the World Cup event, rose 20.5 percent to $2.40 billion. Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the display advertising, riding five consecutive quarters of double-digit dou·ble-dig·it adj. Being between 10 and 99 percent: double-digit inflation. growth, rose 18.9 percent to $4.69 billion for the half-year. Expenditures on Network TV advanced 5.7 percent in the first half to $12.28 billion. Excluding February February: see month. , when the Winter Olympics were telecast, the medium was up 1.2 percent for the remainder of the first half. Consumer Magazines encountered softening softening /sof·ten·ing/ (sof´en-ing) malacia. softening a change of consistency, with loss of firmness or hardness. demand during the second quarter and finished the half year with a 4.4 percent increase in spending, to $10.90 billion. Local Newspapers, confronted with over $600 million in reduced automotive spending year-to-date Year-to-date (YTD) The period beginning at the start of the calendar year up to the current date. , saw total expenditures erode Erode (ĕrōd`), city (1991 urban agglomeration pop. 361,755), Tamil Nadu state, S India, on the Kaveri River. The city is located in a cotton-growing region, and its industries include cotton ginning and the manufacture of transport equipment. by 3.9 percent to $11.65 billion. Radio media also lagged, down a combined 1.4 percent to an aggregate of $5.26 billion.
Advertising Spending by Media: First Half 2006 vs. First Half 2005(1)
Jan-June 2006 Jan-June 2005
MEDIA (Millions) (Millions) % CHANGE
----------------------------------------------------------------------
NETWORK TV $12,277.3 $11,614.0 5.7%
----------------------------------------------------------------------
NEWSPAPERS (LOCAL) $11,645.2 $12,120.2 -3.9%
----------------------------------------------------------------------
CONSUMER MAGAZINES $10,902.5 $10,446.8 4.4%
----------------------------------------------------------------------
CABLE TV $8,142.1 $7,935.8 2.6%
----------------------------------------------------------------------
SPOT TV(2) $7,691.8 $7,339.3 4.8%
----------------------------------------------------------------------
INTERNET(3) $4,692.0 $3,947.3 18.9%
----------------------------------------------------------------------
LOCAL RADIO(4) $3,554.3 $3,607.3 -1.5%
----------------------------------------------------------------------
SPANISH LANGUAGE MEDIA(5) $2,400.8 $1,992.1 20.5%
----------------------------------------------------------------------
B-TO-B MAGAZINES $2,181.9 $2,207.0 -1.1%
----------------------------------------------------------------------
SYNDICATION - NATIONAL $2,109.1 $1,994.6 5.7%
----------------------------------------------------------------------
OUTDOOR $1,832.7 $1,693.9 8.2%
----------------------------------------------------------------------
NATIONAL NEWSPAPERS $1,766.4 $1,668.5 5.9%
----------------------------------------------------------------------
NATIONAL SPOT RADIO $1,226.0 $1,243.3 -1.4%
----------------------------------------------------------------------
FSI's(6) $954.3 $788.9 21.0%
----------------------------------------------------------------------
SUNDAY MAGAZINES $891.0 $805.4 10.6%
----------------------------------------------------------------------
NETWORK RADIO $484.1 $486.9 -0.6%
----------------------------------------------------------------------
LOCAL MAGAZINES $226.3 $204.6 10.6%
----------------------------------------------------------------------
TOTAL $72,977.9 $70,096.0 4.1%
----------------------------------------------------------------------
Source: TNS Media Intelligence
(1) Figures are based on the TNS Media Intelligence Stradegy
multimedia ad expenditure database across all TNS MI measured
media, including: Network TV; Spot TV; Cable TV (44 networks);
Syndication TV; Hispanic Network TV; Consumer Magazines (220
publications); Sunday Magazines (6 publications); Local Magazines
(27 publications); Hispanic Magazines (31 publications);
Business-to-Business Magazines (419 publications); Local
Newspapers (143 publications); National Newspapers (3
publications); Hispanic Newspapers (54 publications); Network
Radio; Spot Radio; Local Radio; Internet; and Outdoor. Figures do
not include public service announcement (PSA) data.
(2) Spot TV figures do not include Hispanic Spot TV data.
(3) Internet figures do not include paid search advertising.
(4) Local Radio includes expenditures for 34 markets in the U.S.
(5) Spanish Language Media includes expenditures from Hispanic Network
and Cable TV (Univision, Telemundo, Telefutura and Galavision);
Hispanic Spot TV; Hispanic Magazines (35 publications); and
Hispanic Newspapers (54 publications).
(6) FSI data represents distribution costs only.
(7) The sum of the individual media may differ from the total due to
rounding.
Share of Spending By Media The Internet continues to grow its share of total advertising expenditures. For the first half of 2006, the Internet accounted for 6.4 percent of total ad spending, up from 5.6 percent a year ago. Newspapers lost 1.3 share points over this period, slipping to 18.6 percent of expenditures and falling behind magazines.
Share of Advertising Spending by Media:
First Half 2006 vs. First Half 2005(8)
Jan-June Jan-June
MEDIA TYPE 2006 2005
--------------------------------------------
TELEVISION 44.3% 43.7%
--------------------------------------------
MAGAZINES 19.6% 19.6%
--------------------------------------------
NEWSPAPERS 18.6% 19.9%
--------------------------------------------
RADIO 7.2% 7.6%
--------------------------------------------
INTERNET 6.4% 5.6%
--------------------------------------------
ALL OTHER 3.8% 3.5%
--------------------------------------------
TOTAL 100.0% 100.0%
--------------------------------------------
Source: TNS Media Intelligence
(8) The sum of the individual media differs from the total due to
rounding.
Ad Spending by Advertiser ad·ver·tise v. ad·ver·tised, ad·ver·tis·ing, ad·ver·tis·es v.tr. 1. To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase The top 10 advertisers in the first half of 2006 spent $9.29 billion, 0.6 percent less than the prior year period. Extending outwards out·ward adj. 1. Of, located on, or moving toward the outside or exterior; outer. 2. Relating to the physical self: a concern with outward beauty rather than with inward reflections. to the top 50 advertisers, a group that accounts for one-third of total ad spending, expenditures fell 1.0 percent. Beyond the top 50, outlays Outlays Payments on obligations in the form of cash, checks, the issuance of bonds or notes, or the maturing of interest coupons. advanced a healthy 6.8 percent, continuing a recent trend of middle-tier spenders lifting the overall ad market. Procter
Communication between parties at a distance from one another. Modern telecommunication systems—capable of transmitting telephone, fax, data, radio, or television signals—can transmit large volumes of information over long distances. companies continued their vigorous spending with AT&T up 32.9 percent to $1.18 billion and Verizon Communications
Verizon Communications, Inc. up 13.3 percent to $948 million. Toyota Toyota (toi-ō`tə, Jap. tōyō`tä), city (1990 pop. 332,336), Aichi prefecture, central Honshu, Japan. It is a major industrial center dominated by the Toyota Motor Company, which produces passenger vehicles and auto parts there. Motor Corporation entered the top 10 with expenditures of $636 million. General Motors pared its budgets by over $270 million in the second quarter and finished the half year at $1.29 billion, a 17.4 percent decrease. Johnson & Johnson reduced its expenditures by 21.3 percent and has now cut spending in four consecutive quarters. Declines were also registered at Time Warner (-13.5 percent), Walt Disney Noun 1. Walt Disney - United States film maker who pioneered animated cartoons and created such characters as Mickey Mouse and Donald Duck; founded Disneyland (1901-1966) Disney, Walter Elias Disney (-7.5 percent) and News Corp. (-8.1 percent). At each of these companies, the reductions came primarily from the movie divisions.
Top Ten Advertisers: First Half 2006 vs. First Half 2005(9)
Jan-Jun 2006 Jan-Jun 2005
Company (Millions) (Millions) % Change
----------------------------------------------------------------------
PROCTER & GAMBLE CO $1,601.4 $1,483.2 8.0%
----------------------------------------------------------------------
GENERAL MOTORS CORP $1,285.4 $1,556.1 -17.4%
----------------------------------------------------------------------
AT&T INC $1,177.3 $886.1 32.9%
----------------------------------------------------------------------
VERIZON COMMUNICATIONS INC $948.0 $836.4 13.3%
----------------------------------------------------------------------
TIME WARNER INC $857.1 $991.0 -13.5%
----------------------------------------------------------------------
FORD MOTOR CO $841.2 $779.3 7.9%
----------------------------------------------------------------------
WALT DISNEY CO $684.8 $739.9 -7.5%
----------------------------------------------------------------------
TOYOTA MOTOR CORP $636.3 $590.9 7.7%
----------------------------------------------------------------------
NEWS CORP $634.3 $690.2 -8.1%
----------------------------------------------------------------------
JOHNSON & JOHNSON $624.9 $793.6 -21.3%
----------------------------------------------------------------------
TOTAL $9,290.8 $9,346.8 -0.6%
----------------------------------------------------------------------
Source: TNS Media Intelligence
(9) Figures do not include FSI, House Ads or PSA activity.
Ad Spending by Category The Telecommunications Communicating information, including data, text, pictures, voice and video over long distance. See communications. category maintained its top position with $4.70 billion in expenditures, up 16.6 percent. In addition to higher spending from AT&T and Verizon, aggressive marketing at Vonage An Internet phone service (VoIP) from Vonage Holding Corporation, Edison, NJ (www.vonage.com). Vonage offers flat-fee calling plans within the U.S. and Canada and international calls based on a per-minute charge. and Deutsche Telekom Deutsche Telekom AG (ISIN: DE0005557508, FWB: DTE, NYSE: DT, LSE: DEU, TYO: 9496 ) (abbreviated DTAG) is a telecommunications company headquartered in Bonn, Germany. It is the largest telecommunications company in Germany and in the EU. also contributed to the gain. Financial Services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. was the second largest category, growing 7.9 percent to $4.33 billion due to credit cards and investment brokers. Other categories posting strong results were Local Services & Amusements, up 11.8 percent to $4.26 billion, and Direct Response, up 7.4 percent to $3.16 billion. Automotive, which occupied oc·cu·py tr.v. oc·cu·pied, oc·cu·py·ing, oc·cu·pies 1. To fill up (time or space): a lecture that occupied three hours. 2. To dwell or reside in. 3. the top two spots in the rankings as recently as year end 2005, tumbled to the middle of the pack. Reductions were widespread among both factories and local dealers, pushing Foreign Auto (AUTOmatic) Refers to a wide variety of devices that perform unattended operations. advertising down 3.8 percent to $4.17 billion and Domestic Auto down 13.3 percent to $3.79 billion. Automotive advertising has declined in four consecutive quarters and the aggregate cutbacks during the past 12 months amount to $1.4 billion, or approximately ap·prox·i·mate adj. 1. Almost exact or correct: the approximate time of the accident. 2. 1 percent of total annual expenditures for all media.
Top Ten Advertising Categories: First Half 2006 vs.
First Half 2005(10)
Jan-Jun 2006 Jan-Jun 2005
Category (Millions) (Millions) % Change
----------------------------------------------------------------------
TELECOM $4,698.7 $4,030.0 16.6%
----------------------------------------------------------------------
FINANCIAL SERVICES $4,329.5 $4,013.6 7.9%
----------------------------------------------------------------------
LOCAL SERVICES & AMUSEMENTS $4,259.6 $3,811.4 11.8%
----------------------------------------------------------------------
AUTO, FOREIGN $4,170.0 $4,336.3 -3.8%
----------------------------------------------------------------------
AUTO, DOMESTIC $3,787.8 $4,369.5 -13.3%
----------------------------------------------------------------------
MISC RETAIL(11) $3,611.7 $3,637.4 -0.7%
----------------------------------------------------------------------
DIRECT RESPONSE $3,161.6 $2,943.1 7.4%
----------------------------------------------------------------------
PERSONAL CARE PDTS $2,921.7 $2,833.5 3.1%
----------------------------------------------------------------------
TRAVEL & TOURISM $2,864.7 $2,944.3 -2.7%
----------------------------------------------------------------------
RESTAURANTS $2,658.7 $2,500.6 6.3%
----------------------------------------------------------------------
Source: TNS Media Intelligence
(10) Figures do not include FSI, or PSA activity.
(11) Misc Retail does not include these retail segments: Department
Stores, Food Stores; Home Furnishing & Appliance Stores
Among mid-size categories outside the top 10, robust growth was exhibited by Real Estate (+31.3 percent to $1.67 billion); Insurance (+20.9 percent to $1.60 billion); and Computer Products (+11.7 percent to $1.25 billion). Branded Entertainment Branded Entertainment, also known as Branded content or Advertainment, is the combination of an audio-visual program (TV, radio, podcast, etc.) and a brand. It can be initiated either by the brand or by the broadcaster. TNS Media Intelligence continuously monitors Branded Entertainment within network prime time and late night programming. The tracking identifies Brand Appearances and measures their duration and attributes. Given the short length of many Brand Appearances, duration is a more relevant metric than a count of occurrences for quantifying and comparing the gross amount of brand activity that viewers VIEWERS. Persons appointed by the courts to see and examine certain matters, and make a report of the facts together with their opinion to the court. In practice they are usually appointed to lay out roads and the like. Vide Experts. are potentially exposed to in the program versus in the commercial breaks. In the second quarter of 2006, an average hour of prime time network programming contained 2 minutes, 51 seconds (2:51) of in-show Brand Appearances and 18:12 of commercial messages. The combined total of 21:03 of marketing content represents 35 percent of a prime time hour. Unscripted un·script·ed adj. Not adhering to or in accordance with a script written beforehand: "his unscripted encounters with the press" Eleanor Clift. reality programming had an average of 7:04 per hour of Brand Appearances as compared to just 1:41 per hour for scripted script n. 1. a. Handwriting. b. A style of writing with cursive characters. c. A particular system of writing: cuneiform script. 2. entertainment programming, such as sitcoms  The perspective and/or examples in this article do not represent a world-wide view. Please [ edit] this page to improve its geographical balance. and dramas. Late night
network talk shows continue to have even higher levels, averaging 12:17
minutes per hour. The combined load of Brand Appearances and paid
commercial messages in these shows exceeds 35 minutes per hour.
Brand Appearances vs. Advertising: Average Levels
Q2 2006
-------------------------------------------------------
Minutes:Seconds Per Hour
-------------------------------------------------------
Brand Ad
Appearances Messages(12)
-------------------------------------------------------
PRIME TIME NETWORK 2:51 18:12
-------------------------------------------------------
Unscripted Programs 7:04 18:02
-------------------------------------------------------
Scripted Programs 1:41 18:15
-------------------------------------------------------
-------------------------------------------------------
LATE NITE NETWORK
(Kimmel, Leno, Letterman) 12:17 23:24
-------------------------------------------------------
Source: TNS Media Intelligence
(12) Figures include network and local advertisements, station
promotions and PSAs.
Top Programs: Brand Appearance Time
Q2 2006
------------------------------------------------------------------
Minutes:Seconds Per Hour
------------------------------------------------------------------
Brand Ad
Appearances Messages(13)
------------------------------------------------------------------
PRIME TIME: UNSCRIPTED
------------------------------------------------------------------
Apprentice (NBC) 25:19 17:05
------------------------------------------------------------------
Celebrity Cooking Showdown (NBC) 20:14 21:43
------------------------------------------------------------------
Fear Factor (NBC) 18:36 16:57
------------------------------------------------------------------
American Idol (Fox) 18:24 19:06
------------------------------------------------------------------
Gameshow Marathon (CBS) 18:10 23:44
------------------------------------------------------------------
------------------------------------------------------------------
PRIME TIME: SCRIPTED
------------------------------------------------------------------
Free Ride (FOX) 15:15 14:09
------------------------------------------------------------------
King of Queens (CBS) 9:11 16:50
------------------------------------------------------------------
Rodney (ABC) 7:37 19:30
------------------------------------------------------------------
War At Home (FOX) 5:31 18:33
------------------------------------------------------------------
Half and Half (UPN) 5:23 18:13
------------------------------------------------------------------
Source: TNS Media Intelligence
(13) Figures include network and local advertisements, station
promotions and PSAs.
About TNS Media Intelligence TNS Media Intelligence is the leading provider of strategic advertising intelligence to advertising agencies, advertisers, and media properties. The company's tracking technologies collect advertising expenditure and occurrence data, as well as select creative executions, for more than 2.2 million brands across 20 media. Established in 23 countries with more than 16,000 customers, TNS MI is part of the TNS Group, ranked #2 worldwide in marketing information and the world's largest custom research company. The U.S. headquarters are in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. with sales locations in major markets throughout the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. . About TNS TNS is a market information group. We are the world's largest custom research company and a leading provider of social and political polling. We are also a major supplier of consumer panel, TV audience measurement and media intelligence services. TNS operates a global network spanning 70 countries and employs over 13,000 people. We provide market information and measurement, together with insights and analysis, to local and multinational multinational Of, relating to, or being a company with subsidiaries or other operations in a number of countries. The diversity of operations of such companies subjects them to unique risks (for example, exchange rate changes or government nationalization) organizations. We combine our specialist sector knowledge with expertise in the areas of new product development, motivational research motivational research n. Systematic analysis of the motives behind consumer decisions, used especially by advertisers and marketers to assess attitudes toward products and services. Also called motivation research. , brand and advertising research and stakeholder stakeholder n. a person having in his/her possession (holding) money or property in which he/she has no interest, right or title, awaiting the outcome of a dispute between two or more claimants to the money or property. management to bring our clients up-to-the minute, internationally consistent information. We think differently to help our clients build competitive advantage, making TNS the sixth sense of business. www.tns-global.com |
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