Kantar Media: Radio Ad Spending Increased 3% In 2012
March 11, 2013
In a new report on U.S. advertising expenditures, Kantar Media says that radio ad spending was up three percent in 2012, with spending up by four percent in the fourth quarter of last year. According to Kantar Media, Q4 radio expenditures "were lifted by the influx of ad money from political candidates and groups." Also, "full-year results were also aided by strong spending from local service businesses and auto dealers."
National Spot Radio was up eight percent in Q4 and three percent for all of 2012, while Local Radio gained three percent in the fourth quarter, and remained flat for the full year. Network radio grew by 16 percent for all of 2012, but dropped in Q4 by two percent.
Total advertising expenditures in the U.S. increased three percent in 2012 and finished the year at $140 billion. Ad spending during the fourth quarter of 2012 rose two percent versus Q4 2011.
"The advertising market has grown for three consecutive years and in 2012 it added more than $4 billion in spend, with the Summer Olympics and political advertising contributing about one-half of the gain," said Jon Swallen, Chief Research Officer at Kantar Media North America. "Large advertisers also played a significant role. After reducing their media budgets in 2011 as a precaution against slowing economic growth, the Top 100 marketers reversed course in 2012 and invested more."
Looking at other categories, TV ad spending was up eight percent in 2012, while magazine ad spending fell two percent and newspaper spending declined three percent. Internet display ad spending was off by three percent in 2012, but outdoor ad spending grew five percent.