Even though U.S. ad spending in the first quarter of 2011 grew 4.4% to $32.5 billion, the rate of gain is decreasing, reports AdAge.
According
to a report from Kantar Media, ad spending showed year-over-year growth
for the fifth straight quarter, but the 4.4% at which it increased was
the smallest rate of gain in those five quarters.
Spending
among the ten biggest advertisers was $4.3 billion, up 6.7%. That was
even with Proctor & Gamble, Verizon and Pfizer (who are the #1, #5,
#6 respectively) cutting back. Chrysler, Comcast, Toyota and Ford all
showed double digit increases. Spending among the top 100 advertisers -
which accounts for roughly half of all spending - grew 4.8%.
Auto
spending, the largest of the categories, saw a 23% uptick, while the
largest increase was Insurance with 29%. Telecom and financial services
were the only declines with 2.1% and 2.6%, respectively.
TV Ad spending was up 5.3% as a whole; cable leaped by 31.9% while broadcast fell 10.4%.
