Total ad spending increased 2 percent during the first half of 2013
Posted on Sep 19, 2013 by YuMe
Total U.S. advertising spending increased 3.5 percent during the second quarter of 2013 compared to the same time last year, reaching $35.8 billion, according to new findings from Kantar Media, a research provider. Additionally, total ad spending rose 2 percent during the first six months of 2013 to $68.9 billion. As the amount of money brands fuel into their advertising strategy increases every year, the channels they invest in grow more sophisticated. Internet video advertising is one of the platforms gaining traction among marketers.
Kantar Media noted that ad spending during the second quarter of 2013 achieved an impressive growth rate.
"Ad spend has now increased for six consecutive quarters and in reaching 3.5 percent growth for Q2, had its best performance in a non-Olympic period since the end of 2010," said Jon Swallen, chief research officer at Kantar Media North America.
Swallen stated the rise in spending can be attributed to two factors. For one, Q2 2012 spending was down as brands reserved their ad budgets for the Summer Olympics. Additionally, the NBA playoff games gave Q2 2013 a major ad spending push, especially in TV.
When it comes to ad types, Kantar Media found outdoor advertising saw the highest growth rate in both Q2 2013 and the first half of 2013, reaching 7.4 and 6 percent, respectively. While an increasing number of consumers streaming content online has boosted investments in video ads online, the research found TV commercial spending increased a respectable 6.4 percent in Q2 from the same period in 2012.
Spending on overall online display advertising increased 4.1 percent between Q2 2012 and Q2 2013. It also increased an impressive 6 percent during the first half of 2013 from the same six-month period the year before.