TNS Media Intelligence Reports U.S. Advertising Expenditures Increased 0.6 Percent in First Quarter 2008 – Spanish Language TV up 4.4%, Spanish Language Magazines up 14.2%, Spanish Language Newspapers down 5.3% From: businesswire.com

Total measured advertising expenditures in the opening quarter of 2008 increased by 0.6 percent as compared to the same period in 2007, according to data released today by TNS media intelligence, the leading provider of strategic advertising and marketing information.

“Enduring concerns about economic conditions and consumer spending behavior continued to cast a pall over the advertising market during the first quarter,” said Jon Swallen, SVP Research at TNS media intelligence. “After a hopeful start to the year, the pace of ad spending slowed perceptibly during March and early figures from the second quarter indicate little immediate or sustained improvement in the core ad economy.”

Ad Spending By Media

Growth leadership, on a percentage basis, was strongest among smaller media types. Sunday Magazines (+17.1 percent) and Network Radio (+12.0 percent) were boosted by an extra week in their reporting quarters. Syndication TV expenditures surged 11.2 percent, aided by more hours of programming and limited exposure to the writer’s strike.

Internet display advertising fell back from its double-digit growth rates of last year but still achieved a healthy gain of 8.5 percent. Cable TV (+4.1 percent) and Outdoor (+2.5 percent) also experienced some slowing compared to recent periods.

Elsewhere, Network TV expenditures increased 0.8 percent, its best quarterly performance in two full years. Consumer Magazine spending was up just 0.2 percent as higher budgets from food advertisers were neutralized by reduced commitments from direct response and pharmaceutical marketers.. Spot TV expenditures slipped 2.4 percent, despite easy comparisons against 2007 levels. The Newspaper sector, beset by the continuing weakness in automotive and real estate, experienced a 5.2 percent decline in total spending.

Percent Change in Measured Ad Spending:
Q1 2008 vs. Q1 2007 1
MEDIA SECTOR	% CHANGE
Media Type
(shown in rank order of 2008 spending)
TELEVISION MEDIA	1.7%
Network TV	0.8%
Cable TV	4.1%
Spot TV 2	-2.4%
Syndication – National	11.2%
Spanish Language TV	4.4%
MAGAZINE MEDIA 3	0.8%
Consumer Magazines	0.2%
B-to-B Magazines	-3.2%
Local Magazines	-2.1%
Sunday Magazines	17.1%
Spanish Language Magazines	14.2%
NEWSPAPER MEDIA	-5.2%
Local Newspapers	-5.0%
National Newspapers	-6.2%
Spanish Language Newspapers	-5.3%
INTERNET 4	8.5%
RADIO MEDIA	-4.5%
Network Radio	12.0%
National Spot Radio	-3.1%
Local Radio 5	-7.2%
OUTDOOR	2.5%
FSIs 6	8.8%
TOTAL	0.6%

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