Total U.S. advertising spending will increase 4.2% in 2008, including a 5% jump in cable TV network spending, TNS Media Intelligence projected Monday.
Internet advertising is expected to generate the most significant spending increase, rising 14.4% in 2008, TNS said.
Internet advertising will be followed by spot TV (9.9% growth); Spanish-language media (7.8%); outdoor (5.5%); cable network TV (5%); network TV (2.7%); syndication TV (1.3%); and radio (0.7%).
TNS expects total ad expenditures to increase 3.6% during the first half of 2008, and 4.7% during the second half.
“2008 is shaping up as a year of contrasts,” Jon Swallen, TNS senior vice president of research, said in Monday’s announcement. “Aside from the continued double digit growth rate of Internet display advertising, spending gains will be driven predominately by the powerful combination of Summer Olympics and record-setting levels of political advertising. Offsetting this, a weakened economy will have a dampening effect on the broader, core advertising market.”
