US ad spending inched up by 0.7% year-over-year in the second quarter to reach $35.6 billion, dragging down the growth rate for first-half expenditures to 3.1%, per the latest quarterly figures from Kantar Media. The analysis notes that Olympic advertisers reined in spending by 4% year-over-year during Q2, while those not advertising during the Olympics increased spend by 2%, with the latter considered a more appropriate indicator of core media spending trends.
The total spending figures may actually underestimate growth, as Kantar’s online spending estimates only include display advertising, which the report says increased by 6.2% for the quarter. (Given the recent growth trajectory of online ad spending, it’s more likely that online ad spending growth was somewhere in the double digits.) Read the rest at MarketingCharts.