Kantar Media Reports 6.5 Percent Growth in 2010 Ad Economy
Kantar Media calls it the “feel good headline” and it’s likely that everyone but the newspapers would agree. According to their new report, ad expenditures across the board rose 6.5% in 2010 for a total of $131.1 billion. The downside is that not everyone benefited from the growth.
Have a look at the chart:
Kantar says that political advertising and a fresh push by the car companies helped lift TV advertising. Auto ads alone, rose 19.8% over last year while Direct Response and Pharma both dropped by 5 to 8%.
Running a close second in growth is Internet Display advertising which rose 9.9%. A bit surprisingly, Outdoor was right there with 9.6% growth.
Print was the biggest loser last year with a 3.5% drop for Newspaper Media and Business-to-Business magazines also took a hit. But even in the print areas that showed growth, it wasn’t much. Spanish language advertising in both magazines and on TV rose quite a bit in relation to their English language counterparts.
The Kantar report also quantifies the use of product placement on TV. They found that scripted TV shows have an average of 6:57 minutes of brand placement per hour while unscripted shows have 14:19 minutes! When you add in the commercials during the same hour you get a whopping 29.25 minutes of advertising during a one-hour unscripted show. Sounds like reality programs are the new infomercials.
To see more breakdowns and mostly encouraging numbers, click here and you’ll be whisked away to Kantar Media.