Advertising spending for the first quarter rose 2.4% versus the same period last year, according to preliminary figures released Thursday by Nielsen Monitor-Plus.
Ad expenditures increased in almost all reported media, led by Spanish-language TV, cable and magazines. Network radio and national newspapers were essentially flat, while coupon and the top 100 spot-TV markets showed declines.
Spanish-language TV was up 19.3%, followed by cable, which saw a 12.4% gain, according to Nielsen. Network TV had a 4.2% increase.
First-quarter spending by the top 10 advertisers hit $4.8 billion, up 8.1% from last year. General Motors Corp. was No. 1 on that list, spending $812 million, an increase of 5.8%.