2006 U.S. advertising spending to reach $150.3B, on growth revised downward to 4.9%

U.S. advertising spending is expected to increase 4.9% in 2006 to $150.3 billion, according to the full-year forecast released TNS Media Intelligence. This is a downward revision from the company’s prior forecast of 5.4% growth issued in January.

The first half of 2006 is projected to register a 4.5% gain while the second half of the year is expected to advance by 5.3%, led by robust levels of political advertising.

Performance will be sharply delineated along sector lines with Internet, Spanish Language Media and most forms of television registering above average growth rates while radio and print media lag behind, says TNS Media Intelligence.

Earlier in the year Merrill Lynch, had predicted a 5.3% overall growth rate in 2006 and 3.6% in 2007 for US advertising. 

Even earlier prediction by BIPE/Groupe Interdeco/OMD pegged US ad growth for 2006 year at 4.4%. (via eMarketer).

1. Internet estimates include display advertising only
2. Spanish Language Media includes Hispanic Network and Cable TV; Hispanic Spot TV; Hispanic Magazines; and Hispanic Newspapers
3. Radio includes Network Radio; National Spot Radio; and Local Radio
4. Newspapers includes Local Newspapers and National Newspapers

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