Market and advertising information provider TNS Media Intelligence expects a 5.4 percent increase in total U.S. advertising spending in 2006, according to its full-year forecast. Expenditures will total $152.3 billion. Growth measured 3 percent in 2005.
Magazines will account for the second largest slice of the pie, with 20.5 percent of the total ad spend, behind Television with the lion's share at 43.7 percent.
TNS predicts consumer magazines will measure four percent growth over 2005 and b-to-b will barely beat flat with one percent growth. Hispanic network television will register the most dramatic growth at 10.4 percent versus 2005 figures.
Driving the growth this year, says TNS president and CEO Steven Fredericks, are the winter Olympics, mid-term election advertising, which is expected to surpass 2004 levels, and steady economic growth.