Posts Tagged ‘Kantar Media’

Local newspapers odd man out in recovery

Friday, March 18th, 2011

A continuing decline in local advertising made newspapers the only ad-supported medium not to benefit from last year’s economic recovery, says a study released Thursday by Kantar Media, a unit of WPP that tracks marketing activity in major media.

The study says total advertising revenue increased in the final quarter of 2010, which represents a full year of gains when compared to 2009 numbers, the New York Times said.

The study found a 6.5 percent increase in revenue compared with 2009. Ad spending fell 12.3 percent in 2009 compared to 2008.

Newspapers, with a decline of 3.5 percent overall, “was the sole category to suffer a decline last year compared with 2009,” the Times says.

“[G]ains in ad spending in national newspapers, up 2.7 percent, and Spanish-language newspapers, up 2 percent, could not overcome the decline in ad spending in local newspapers, which was 4.6 percent.”

Television grew by 10.3 percent compared with 2009. Internet display ads were up 9.9 percent. Outdoor media was up 9.6 percent. Radio grew by 7.6 percent. Free-standing coupon inserts were up 5.4 percent. Magazines saw 2.9 percent growth.

Automotive advertising, a local newspaper staple, was the category of advertising showing the most growth. It grew 19.8 percent compared with 2009, the newspaper said. Ads from auto dealers climbed 26.3 percent and ads from automakers increased 16.4 percent.

First quarter of growth leaves some behind

Wednesday, May 26th, 2010

Local newspapers, local magazines and business-to-business magazines did not participate in the first increase in advertising spending since the first quarter of 2006, The New York Times reported Wednesday.  Those in print media that did benefit from the 5.1 percent growth in spending compared with the first quarter of 2009 included Sunday newspaper magazines, national newspapers and Spanish-language newspapers.

The ad tracking service, Kantar Media, a unit of WPP, reported the numbers Wednesday morning.

“Thirteen of the 19 types of media tracked by Kantar experienced spending gains in the first quarter, the company reported, ranging from 1.5 percent for Spanish-language magazines to 22 percent for spot television,” the NYT said. “Of the media in which ad spending declined, the decreases ranged from 0.4 percent for outdoor ads to 13.2 percent for syndicated national television.”

The increase shows that marketers are confident that the recession is ending, the report says. The bulk of the spending is attributed to big corporations, including Procter & Gamble, up 17.7 percent; AT&T, up 26.7 percent; and General Motors, up 28.5 percent.

Ad spending fell 12.3 percent in 2009

Thursday, March 18th, 2010

We’ve been out-of-pocket for a few days and we’re shoveling through the e-mail. Most significant so far is the report from Kantar Media, formerly known as TNS Media Intelligence.

“Ad spending in 2009 came in at $125.3 billion, a drop of 12.3 percent compared to the prior year,” the report says, according to Crain’s New York Business.

“The good news was that fourth-quarter ad spending fell by only 6 percent. In addition, preliminary numbers for the first quarter of 2010 show most media categories doing better than they were a year ago, said Jon Swallen, a senior vice president at Kantar Media.”

This is worse than a previous report from Medill Reports that said overall U.S. advertising spending was down 9 percent for the year last year. (Kantar isn’t limiting its number to the U.S., perhaps.)

According to Kantar Media, “radio fell 20.3 percent, local television plunged 23.7 percent, magazines dropped 17.4 percent and newspapers 19.7 percent.” Network television was down 7.6 percent for the year but turned around in the fourth quarter to rise 4.1 percent. Cable TV was  down just 1.4 percent.

Internet display advertising rose 7.3 percent.

“The biggest turnaround may be taking place among newspapers,” Crain’s says. “According to Mr. Swallen, advertising is flat so far this year, which puts the category on track to record its best quarter in two-and-a-half years.”