Kantar Media has released its latest look at US ad spending, finding that total expenditures in Q3 were down 1.9% year-over-year, an unsurprising result given last year’s outlays on the Summer Olympics and political campaigns. The researchers note that when removing those incremental dollars from the equation, ad spending growth in Q3 was in the 2.5-3% range, a figure it believes is more representative of the market’s health. For the year-to-date, total ad spending has inched up by 0.7% (figures not normalized) to $102.5 billion.
It’s worth noting as always with the Kantar Media figures that they may actually underestimate growth, as the online spending estimates only include display advertising, which the report says increased by 14.5% for the quarter. (Given robust growth in online video and mobile advertising, it’s likely that online ad spending growth is even higher.) Read the rest at MarketingCharts.