Source: Kantar Media
Notes: Ad spending was down by 4% to $37.4 billion in Q1 2015, a fairly unsurprising result given that last year’s Q1 results were boosted by ad spend on the Sochi Olympics. Indeed, of the various media types examined, only outdoor advertising grew, by 2.9%, with radio (-0.1%) and digital media (0%) flat. For the first time, Kantar’s figures included paid search spending, which grew by 7%, as opposed to desktop display, which declined by 8.7% (with the analysts noting this is “likely attributable to mobile devices siphoning some desktop usage”. Meanwhile, print spend continued to plummet, as magazine media spend dropped by 8.7% and newspaper media spend by a more precipitous 15.4%.
Related: US Media Audience Demographics
About the Data: Kantar’s full explanation of its methodology can be found at the link above.