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The largest advertisers in the U.S. continued to build their national ad spending share during the first quarter of 2006, with Procter & Gamble topping the charts by increasing its ad spending 13.8 percent to $793.8 million in measured media spending last quarter, according to estimates released Wednesday by TNS Media Intelligence, writes MediaPost.
While shifting its advertising strategy away from traditional measured media like television, General Motors came in second behind P&G, cutting spending 1.9 percent to $706.0 million. Overall, the top ten ad spenders boosted ad revenue 6.9 percent, while TNS projected that total ad spending increased only 5.2 percent.
TNS also estimated that the internet is growing at a rate of 19.4 percent, making it the fastest growing medium. Network TV was the largest measured medium, up 12.3 percent to $6.5 billion during the quarter, while local newspapers slid into second place, dropping 6.1 percent to $5.6 billion.
As for category spending, telecommunications had the most gains - AT&T jumped 51.0 percent, Verizon increased 19.3 percent and Spring Nextel was up 5.6 percent. Automotive and media companies’ spending declined, as Time Warner, Walt Disney Co. and News Corp. reduced spending 14.0 percent, 11.1 percent and 11.6 percent respectively.
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