Kantar Media reports large, midsize advertisers spent 3.3 per cent more year over year and a 6.6 per cent decline from smaller advertisers.
According to data released by Kantar Media, total advertising expenditures increased 0.9 per cent in 2013 and finished the year at US$140.2 billion. Ad spending during the fourth quarter of 2013 rose 1.6 per cent versus the year ago period.
“Advertising growth eased in 2013 without the stimuli of Olympic and political spending. However, the market still registered a gain for the fourth consecutive year,” says Jon Swallen, chief research officer at Kantar Media North America. “Although the macro theme of ad dollars moving to digital media still generates much discussion, another significant but less recognised trend has taken hold. The ad market is currently being carried by the Top 1000 advertisers who, as a group, are steadily spending more while the long-tail of small-sized marketers is sharply cutting back.”
The report on magazine media
The reports states that expenditures in consumer magazines as calculated by rate card prices rose 2.6 per cent but advertising pages were down 1.9 per cent. Higher outlays from marketers of personal care products, apparel and prescription drugs were offset by reductions in the travel and direct response categories. Sunday magazines saw their full year spending decline 2.6 per cent but comparisons were affected by the presence of one extra Sunday in 2012 and this accounts for most of the difference.