Internet To Lead Ad Gains In 06
Internet advertising is forecasted to turn in the largest gains in 2006, part of a triad of growing ad markets including Hispanic Network Television and Cable Network Television, according to a full-year prediction by TNS Media Intelligence.
Though boosted by the Winter Olympics and a surge of political advertising for the mid-term 2006 elections, projected performance for each of these media is expected to lag 2005 levels. Most of Olympic and election spending will benefit Network Television and Spot Television, lifting those categories above 2005 levels.
TNS Media Intelligence projects that Television media will achieve a 43.7% share of total measured ad spend in 2006, followed by Magazines (20.5%); Newspapers (19.9%); Radio (7.5%); Internet (6.0%); and Outdoor (2.4%).
But as far as gains go, the niche markets will win out.
“All leading categories of media will register growth in advertising spending, with Hispanic Network Television, The Internet and Cable Network Television showing the strongest absolute gains,” said Steven J. Fredericks, President and Chief Executive Officer, TNS Media Intelligence.
Total U.S. advertising spending is expected to increase 5.4 percent in 2006 to $152.3 billion. The solid increase follows the estimated growth of 3.0 percent in 2005, as the U.S. economy continues on a stable course.