Online and Internet services scored the biggest gains in ad spending on
traditional media in the first quarter, according to Competitive Media Reporting.
Internet and online services spending on such ads almost tripled to $284.2
million. AT&T Corp. was the biggest spender in the category with $32 million,
a 22 percent increase.
Overall U.S. advertising spending on traditional media rose 5 percent in the
first quarter, down from 12 percent growth in the same period a year ago,
according to CMR, which tracks ad spending.
Spending on television, newspaper, magazine, radio and outdoor ads combined
rose to $19.1 billion in the first quarter from $18.3 billion in the same
period last year, according to a Bloomberg News report. General Motors
Corp., the world’s largest automaker, spent the most at $622.7 million, up 16
percent. Procter & Gamble Co. was second with $393.0 million, down 10
percent.
Other top spenders included America Online Inc., doubling to $21 million;
Microsoft, more than tripling to $17.5 million; and General Electric with $15
million.
AT&T Business Network Online was the top advertised brand among Internet
services, up 41 percent to $16.1 million. Snap.com, which is jointly owned by
GE’s NBC and CNet Inc., showed the most growth, rising 75-fold to $14
million. It ranked as the fourth most-advertised brand.
Competitive Media Reporting is a unit of Dutch publishing company VNU NV.