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Total advertising expenditure for the first nine months of 2004 was up 10.3% to $102.4bn (£54.2m) compared with $92.9bn last year, according to TNS Media Intelligence/CMR.

Steven Fredericks, president and CEO of TNS Media Intelligence/CMR, said: "Throughout 2004, the advertising market has experienced steady, healthy growth with increases in all three quarters. As we forecasted earlier in the year, third quarter spending for the Olympics and the political season elevated the volume of overall dollars brought into the advertising market."

He added that with the third quarter clearly even stronger than TNS thought it would be, the fourth quarter maybe stronger than forecast.

Newspapers led the growth with spending at $17.7bn up 6.6% on 2003, followed by TV at $16.4bn, which was up 14% in part due to Olympic spending in the third quarter of 2004.

TNS said that nearly half of the media monitored showed double-digit year-on-year percentage growth, with the online continuing its steady rise, up 25.8% to $5.5bn.

The top 10 advertisers for the first nine months of 2004 spent $12.6bn, a 6.8% increase from the same time period in 2003.

Procter & Gamble led in spending with a total of $2.1bn, a 6.7% increase. While P&G used all major media for its messages, the company spent a good portion of its budget with network TV, cable and consumer magazines.

General Motors advertising activity totalled $1.9bn and Time Warner hit $1.3bn.

TNS said that nearly all of the top 10 advertisers exhibited some level of growth, with Verizon Communications and General Motors posting double digit year-on-year gains at 21.8% and 14.6% respectively.

Top 10 Ad Spenders: Jan-Sept 2004

1. Procter & Gamble $2,131.2m +6.7%

2. General Motors $1,990.3m +14.6%

3. Time Warner $1,345m -0.4%

4. DaimlerChrysler $1,219m +6 3.4%

5. Verizon $1,138.6m +21.8%

6. Ford $1,083.5m -0.7%

7. Walt Disney Co $1,079.3m +3.5%

8. Johnson & Johnson $933.8m +3%

9. SBC $916.4m +9.9%

10. Altria Group $836.5m +5%

Total $12,674.2m +6.8%

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