Almost all media measured experienced growth throughout the year, with the internet, cable TV, national syndication, local newspapers and Spanish-language TV showing double-digit year-on-year increases.
Local newspapers led the dollar spend at $22.7bn (£12.23bn), up 13.4% on 2002, while online advertising recorded the biggest rise, up 15.7% year on year and increasing its take to $6.4bn, indicating advertiser confidence in the internet as a mainstream medium due to factors such as expanded broadband penetration and more appealing ad formats.
Cable TV adspend increased 15.6% to $12.2bn, indicating advertiser interest in the ability to reach niche audiences. Spanish-language TV also showed a 12.8% increase to $2.1bn in spend as advertisers continued to target the Hispanic marketplace. Syndication also increased 15.3% to $3.3bn.
The TNS Media Intelligence/CMR research found that Procter & Gamble was the leading advertiser, posting a 24.7% year-on-year increase to $2.6bn. Second was General Motors, which spent $2.4bn, and Time Warner was third with $1.8bn.
"The robust growth in 2003 adspend is a result of the overall health and growth of the economy; the rising level of consumer confidence and the willingness to spend; and the improvement in corporate performance," TNS Media Intelligence/CMR president and chief executive Steven Fredericks said.
He added: "While 2003 began with the ad marketplace being uncertain about the direction of the economy and the war's impact on spending, the reality was overall advertising was not affected."
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