Spanish TV Powers Ad-Spend Surge

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Ad spending rose 5.7% for the first half of the year, with the biggest gains registered by Spanish-language TV and cable, according to preliminary figures released Tuesday by Nielsen Monitor-Plus.

Spanish-language TV advertising was up 15% over the first six months this year versus the same period last year, while cable TV enjoyed a 13.1% increase in such spending, according to Nielsen Monitor-Plus. They were followed by the Internet, which had a 12.6% increase in its ad spending.

Several media categories, however, saw little movement in the first six months this year, namely newspapers, coupons, Top 100 Spot TV markets and network radio.

Spot TV in the Top 100 DMAs was actually down, slipping 0.6%, as was network radio, which saw a 0.8% dip, according to Nielsen Monitor-Plus. Local newspapers saw a slim 1.8% gain in ad spending, while national newspapers were up 1.1%, Nielsen Monitor-Plus said.

“Ad spending continues to strengthen in 2005, with the second quarter outpacing the first,” Jeff King, managing director of Nielsen Monitor-Plus, said in a prepared statement. “In particular, spending for the Top 100 spot television markets was down in the first quarter, but bounced back to a 3.1% gain in the second quarter.”

Spending for the 10 largest ad categories reached $21 billion in the first half of the year, 5.4% greater than the same period last year. Most product categories have increased spending, except for motion pictures and department stores, which dropped slightly. Movies were down 3%, to $1.74 billion, while department stores declined 3.1%, to $1.62 billion, according to Nielsen Monitor-Plus.

During the first half of the year, the most new commercials aired on cable, 4.4 million spots, generating $11 million. While network TV aired less new spots, 241,000 of them, it garnered more revenue for them than cable, $11.8 million, according to Nielsen Monitor-Plus.

The biggest advertiser for the first six months this year was General Motors Corp., with its spending up 14.2%, to $1.77 billion. Procter & Gamble Co. was second, but its spending was down 3.9%, to $1.39 billion, according to Nielsen Monitor-Plus.