Kantar Media has a new report out indicating that U.S. advertising expenditures increased 0.9% last year, driven mainly by large advertisers. Expenditures finished the year at $140.2 billion, with ad spending during Q4 up 1.6% year-over-year.
Spending among the top ten advertisers reached $15,964.4 million, up 6.6% from the previous year with Pfizer putting in the highest growth rate.
Check out the comparison between channels:
As you can see, display ads showed strong growth compared to the rest.
“Advertising growth eased in 2013 without the stimuli of Olympic and political spending. However, the market still registered a gain for the fourth consecutive year,” said Jon Swallen, Chief Research Officer at Kantar Media North America. “Although the macro theme of ad dollars moving to digital media still generates much discussion, another significant but less recognized trend has taken hold. The ad market is currently being carried by the Top 1000 advertisers who, as a group, are steadily spending more while the long-tail of small-sized marketers is sharply cutting back.”
Here are the top spenders, according to the report:
And the top categories:
More analysis by channel, advertiser and category here.
Images via Kantar Media