CMR announced Monday that ad spending in various key measured media dipped
just 0.2 percent to $53.7 billion during the first six months of 2002 from $53.8
billion in the opening half of 2001.
Cable spending, though, endured an almost double-digit hit over the span.
CMR, the Taylor Nelson Sofres unit formerly known as Competitive Media
Reporting, said that cable dropped 9.7 percent to $4.9 billion.
Conversely, spot TV gained 4 percent to $7.2 billion, network TV rose 4.2
percent to nearly $10.4 billion and Spanish-language network TV grew 26.7
percent to $959 million.
Syndication joined cable on the down side, with ad revenues off 12.6 percent
to $1.4 billion, according to CMR.
CMR also measured such media as radio, the Internet, magazines and
General Motors Corp. remained the top measured-media ad spender despite
holding its expenditures virtually even with the 2001 initial half, CMR
Verizon Communications, hiking its measured-media outlays by 38.4 percent,
posted the half's biggest jump 'far and away,' as CMR put it.
Procter & Gamble Co., which boosted its spending by nearly 24 percent,
and Pfizer Inc., up nearly 22 percent, were the half's other strong gainers.
Top-ten marketers that cut ad budgets in the half were Philip Morris Cos.,
Ford Motor Co. and DaimlerChrysler.
Nielsen Media Research's Monitor Plus earlier this month had put first-half
measured-media ad spending up 2.3 percent.