NEW YORK, May 24, 2002 –
First quarter advertising spending for all media was up a
slight 0.41 percent for 2002, compared to first quarter
revenues in 20011, according to the latest figures from
CMR, a leading provider of strategic advertising and
marketing communications information.
This is the first year-over-year
comparison where spending rose instead of declined, since
the first quarter in 2001. CMR estimates that total ad
spending for the first quarter in 2002 came in at $23.5
billion, compared to $23.4 billion for the same time frame
in 2001. The bright spots for the first quarter in 2002
were Spanish language network TV (21.2 percent), network
radio (13.9 percent) and newspapers (9.2 percent). In
addition, ad revenues for network TV (6.6 percent) and
spot TV (2.5 percent) increased with the help of early
spending in 2002, on Super Bowl XXXVI and the Winter
Olympics in Salt Lake City. Surprisingly, cable TV
experienced the most significant decline in ad revenues,
dropping 13.7 percent. Syndicated TV followed closely:
down 12.5 percent to $709 million. Ad revenues for
Internet, magazines and national newspapers all slipped,
declining by 12.4 percent, 9.6 percent and 8.5 percent
respectively.
"With 2001 behind us, ad
spending is steadily coming out of its slumber, already
showing some signs of recovery for the year,” said David
Peeler, president and CEO of CMR. “With the Upfront season
in full swing and an overall positive first quarter
standing, we expect to see modest increases in spending by
the third quarter.”
Figures are based on
CMR’s Stradegy multimedia ad expenditure database.
Figures based in
thousands
|
Network TV |
$5,563,739.00 |
$5,218,457.10 |
6.62% |
|
Cable TV |
$2,141,165.84 |
$2,482,542.35 |
-13.75% |
|
Spot TV |
$3,628,776.48 |
$3,539,276.01 |
2.53% |
|
Spanish Lang Net TV |
$504,064.70 |
$415,885.40 |
21.20% |
|
Syndication |
$709,203.08 |
$811,191.30 |
-12.57% |
|
Magazines |
$3,293,578.52 |
$3,643,957.35 |
-9.62% |
|
National Newspapers |
$710,124.48 |
$776,086.84 |
-8.50% |
|
Newspapers |
$4,688,308.71 |
$4,290,466.62 |
9.27% |
|
Sunday Magazines |
$303,332.70 |
$267,363.22 |
13.45% |
|
Network Radio |
$208,051.67 |
$182,516.77 |
13.99% |
|
National Spot Radio |
$474,345.70 |
$433,270.80 |
9.48% |
|
Internet* |
$699,052.65 |
$798,018.84 |
-12.40% |
|
Outdoor |
$581,580.50 |
$549,384.20 |
5.86% |
|
Figures based in
thousands
|
General Motors Corp |
$609,015.30 |
$555,315.92 |
9.67% |
|
Procter & Gamble Co |
$479,987.17 |
$427,522.26 |
12.27% |
|
AOL Time Warner Inc |
$406,056.11 |
$390,607.52 |
3.96% |
|
Philip Morris Cos
Inc |
$310,118.56 |
$382,771.31 |
-18.98% |
|
Walt Disney Co |
$306,363.53 |
$277,942.29 |
10.23% |
|
DaimlerChrysler AG |
$298,053.04 |
$389,999.29 |
-23.58% |
|
Ford Motor Co |
$251,073.53 |
$265,419.28 |
-5.40% |
|
Verizon
Communications |
$249,269.02 |
$183,852.70 |
35.58% |
|
Toyota Motor Corp |
$239,753.03 |
$198,168.99 |
20.98% |
|
Pfizer Inc |
$235,445.06 |
$170,363.88 |
38.20% |
|
Top advertisers for the
first quarter included General Motors, spending $609
million, up 9.7 percent compared to the same time period
last year; P&G spending nearly $480 million, an increase
of 12.3 percent; and AOL Time Warner Inc., spending more
than $406 million, a rise of almost 4 percent. Other
leading advertisers continued to trim ad budgets for the
first portion of the year. However, Philip Morris and
DaimlerChrysler decreased their ad spending by 18.9
percent and 23.6 percent, respectively. |
