U.S. Internet display ad spend up 8%

Online ad spending bucked the trend of most other marketing media during the first half of 2008, according to TNS Media Intelligence, although there has been a slowdown in momentum.

by Helen Leggatt

tns%20logo.jpg U.S. Internet display advertising expenditure rose by 8% during the first half of 2008, the second largest growth category year on year. National syndicated television increased 10.2%.

But, overall U.S. ad spending for the first half of the year was down 1.6%, reports TNS Media Intelligence. During the second quarter of 2008 ad spending experienced the steepest drop since 2001, off 3.7%.

"Advertising expenditures started to contract in March, well before the September turbulence on Wall Street renewed concerns about the health of the economy and possible collateral damage to the ad market," said Jon Swallen, senior vice president of research at TNS Media Intelligence.

"Sustained improvement will most likely depend on a turnaround in consumer spending that rejuvenates corporate profits and encourages marketers to expand their advertising efforts."