Nielsen Media Research's Nielsen Monitor-Plus division announced Friday that
total ad spending across various major media rose nearly 6 percent last year,
while network television rose 8.3 percent and cable rose 5.4 percent.
According to its preliminary spending data, Nielsen said expenditures grew in
nine of its 11 categories. The two media posting declines were national
newspapers and TV syndication.
Those media showing growth ranged from 2 percent (spot radio) to just over 10
percent (Hispanic TV), the research firm said.
"The 2002 advertising economy rebounded nicely with a respectable
year-to-year increase of 5.9 percent," Nielsen Monitor-Plus managing director
Jeff King said in a prepared statement, "Second-half activity, and the fourth
quarter in particular, demonstrated an acceleration of the industry's
Nielsen pointed out that data for Internet, local magazines and
national/local Sunday-newspaper supplements had not yet been tabulated.
By category, the strongest gains were tallied by automotive, motion pictures
and prescription drugs, the firm said.
The top five advertisers for the January-through-November span were General
Motors Corp., Procter & Gamble Co., AOL Time Warner Inc., Ford Motor Co. and
DaimlerChrysler, Nielsen Monitor-Plus reported. Their total spending for that
period ranged from almost $1.2 billion for DaimlerChrysler to $2.3 billion-plus
Rounding out the top 10 were The Walt Disney Co., Johnson & Johnson,
Altria Group Inc., Pfizer Inc. and Toyota Motor Corp.
All of the top 10 spenders -- which totaled $12.8 billion-plus -- notched
double-digit budget increases except DaimlerChrysler (down 9.5 percent) and
Altria Group (formerly Philip Morris Cos. Inc., down 16.4