According to research by CMR/TNS Media Intelligence, local advertising proved itself resilient to difficult economic conditions, rising by 11.1% across all media. This included a 9% rise in spending on local newspaper advertising and a 10.5% rise for local radio, both boosted by state and local elections.
Business-to-business magazines saw the greatest fall, down by 13.9% to $7.2bn. Internet advertising was down by 11.9% to $5.7bn, while syndication television was down by 7.7% to $2.9bn.
The biggest riser was advertising on Spanish-language television, up by 20.4% to $1.9bn, as advertisers tapped into the Hispanic market.
General Motors remains the US's biggest advertiser, spending $2.5bn during 2002 -- a rise of 12.5% on 2001. Consumer goods giant Procter & Gamble was the second biggest spender, with an increase of 22.2% to $2.2bn. The top 10 advertisers in the US spent $14.5bn on advertising between them.
Steven Fredericks, president and CEO of CMR/TNS Media Intelligence, said: "This year's growth is a result of strong second half, reflecting the vibrant network upfront, the elections and holiday spending.
"Despite geo-political and economic uncertainties, the marketplace outperformed our expectations for the year."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)