|
|
|
in first-half 2002
Two surprises: Papers way up, web way down
The general economy may continue to struggle but in the first half of the year, thanks to the Olympics to some degree, the media economy appears to have fared decently, all things considered.
Total ad spending for first-half 2002 was up 2.3 percent, according to the latest numbers from Nielsen Monitor-Plus. That translated into $46.5 billion spent across all ad-supported media, versus the $45.5 billion that was spent in the first six months of 2001, when the ad economy was well on its way to entering the tank after a record-setting 2000.
According to Nielsen, the full first-half figure represents slightly stronger growth in the second quarter compared to the first.
This growth is on track with a recent forecast from CMR anticipating total growth in ad spending for 2002 of 2.5 percent.
Generally, media economists have been anticipating a much stronger second half in terms of ad spending, with full recovery being in full force or nearly so by the fourth quarter. But more recently, reflecting the souring national economy, some have been anticipating that the second half will show only slight improvement.
Interestingly, according to the Nielsen numbers, the best growth of any media in the first half was in local newspapers, which was up 9 percent. Forecasts earlier this year saw newspaper ad revenues declining in 2002.
Much of local papers' growth can be attributed to the aggressive advertising by the auto industry, led by General Motors, in the industry's ongoing fight for market share.
GM ad spending was up by more than 15 percent for the period, while Ford and Daimlerchrysler showed declines.
The next highest growth was seen by Hispanic TV, up 6.7 percent. While certainly some of that can be attributed to the World Games in soccer, it also reflects the steady rise of the Hispanic TV audience and marketers' gradual awakening to its power.
Third in growth was network TV, which was up 5.6 percent. Spot TV, cable, and spot radio were up less so but still in positive territory.
Showing declines were national magazines, the internet and syndicated TV. The declines in magazines and syndicated TV are not surprising, considering their lagging performance generally. Forecasters had been predicting that magazines would be down again in 2002 and would not recover until 2003.
More surprising is the poor performance of the internet, which was down 8.4 percent. At the beginning of the year many were anticipating a full recovery in 2002 to 2000 levels, after a deep dip in 2001.
August 12, 2002 © 2002 Media Life
Printer-Friendly Version
|
Send
to a Friend
Cover Page |
Contact
Us