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U.S. advertising spending on the decline

Healthcare Strategist Trend Watch, June 29, 2007

Despite a boost from elections and the Olympics, ad spending last year grew only 3.9%-significantly less than the projected 5.2%-and experts say the actual dollar amount of advertising this year will decrease from $298 billion to $290 billion, according to AdAge.

Drug company expenditures for magazine ads went up 21% in the first quarter compared to the same time last year, but the categories with the biggest increases were computers (32%), fitness and diet programs (37%) and banks and savings-and-loan companies (53%).

Internet was the medium with the highest increase in ad revenue at 16.7%. Runners up include direct mail (4.5%), magazines (4.1%), yellow pages (2%), and cable TV networks (1.4%). Ad Age says a survey of 2,000 people by Edison Media Research showed that 33% of those age 12 and older called the Internet the most important advertising medium. Thirty-six percent said the same about TV, and 17% said the same for radio.

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