New York – U.S. ad spending was up 5.7% in the first half of
2010, to $63.57 billion, according to a report from Kantar Media.
also up 5.4% in the second quarter, compared with the same period a year ago.
"The rally in ad spending that has emerged from last year’s collapse
continued at a steady pace through the second quarter, even as softening
economic data on retail sales, spending and employment began to raise concerns
about the outlook for consumer activity," said Kantar’s Jon Swallen.
Kantar said TV advertising led the rebound, with spot TV
spending up 25.1%, cable TV spending up 8.8%, and network TV spending up 7.2%.
National spot radio spending was up 16.8%, while local radio gained 4.2%.
National newspaper ad spending grew 7.1%, fueled by The Wall Street Journal,
while local newspaper spending declined by 4.6%.
The study only examined
display advertising on the Internet, but found a 5.3% increase in the first
half of the year.
"Early figures from the third quarter indicate the advertising
expansion is still maintaining its momentum and that is an encouraging sign for
the industry," added Swallen.