Media Ups and Downs

TNS Media Intelligence recently released the advertising expenditures by media for the first half of 2007. Overall, advertising expenditures declined slightly by 0.3 percent. Newspaper advertising saw the biggest decrease with a decline of 5.8 percent. Radio advertising decreased 2.7 percent nationally, and television was down 2.4 percent over this same period.

The biggest gainer during the first half of the year was Internet advertising which, grew a robust 17.7 percent from the same period a year ago.

Magazines also saw an increase of 4.6 percent, although that growth came in the consumer and Spanish magazine segments. Unfortunately, magazines in the B-to-B segment saw a sizable decline of 7.2 percent.

As we’ve said before, all major media can serve as important options for advertisers, and these figures simply help identify long-term trends. The situations in local markets can vary substantially from these national figures depending on the quality and aggressiveness of organizations behind individual market media choices.