Winter Olympics Spike Q1 Ad Spend (In Some Sectors)
Aggregate expenditures increased 5.7 percent.
Advertising expenditures were up in the first quarter of 2014, according to Kantar Media data. Across sectors, advertisers spent a total of $34.9 billion, which was 5.7 percent more than Q1 2013.
The Winter Olympics proved to be a chief catalyst, which reportedly added an extra $600 million in incremental transactions. Of course, while some sectors thrived, others actually dipped from the previous year. Most of the growth occurred in the TV (+9.7 percent) and Internet display (+13 percent) sectors. Hardest hit were newspapers (-5 percent) and radio (-2.4 percent).
As a sector, magazine media ad spend declined 1.6 percent overall. Consumer magazines were down 2 percent from last year’s first quarter. Still, there was some noteworthy growth. Specifically in Spanish language titles, which upped ad revenue by 15.8 percent over 2013. B-to-b spending grew modestly at 1.2 percent. And local magazines had a comfortable uptick of 4.4 percent. Not surprising though, Sunday magazines declined 5.6 percent.