Kantar Media report shows strong gains in advertising expenditures in Q1 of 2014
But gains are seen mostly in digital and broadcast, with both newspapers and consumer magazine print advertising still falling
The first quarter of 2014 saw good gains in overall ad spending, according to a just released report from Kantar Media. The report shows that advertising expenditures increased 5.7 percent in the quarter $34.9 billion.
“The Winter Olympics delivered its expected windfall in the first quarter, adding about $600 million of incremental ad spending to the marketplace. But the nature of the event is that this money is narrowly distributed and doesn’t benefit all sectors of the market. Subtracting the Olympics’ contribution, the growth rate for remaining expenditures was just under four percent,” said Jon Swallen, Chief Research Officer at Kantar Media North America.
But the gains in ad dollars were limited to television and the Internet. Network TV grew is advertising by a healthy 14.5 percent, though both cable and spot TV were also up. Internet display advertising also grew in Q1, up 13 percent over the same quarter in 2013.
Magazine advertising fell slightly, down 1.6 percent, with consumer titles down 2 percent. But Kantar reported that B2B actually grew in the quarter, up 1.2 percent, which would be very good news for publishers hoping to see an end to the sliding. Spanish language titles also continued to see solid growth, up nearly 16 percent over a year ago.
Newspapers, though, remain in free fall, seeing ad dollars decline 5 percent, though national newspapers were flat in the quarter.