The recovery in advertising spending gained momentum in the third quarter, according to a report scheduled to be released on Tuesday morning, underlining the belief that Madison Avenue may be poised for continuing gains in the new year.
For the third quarter of 2010, ad spending rose 8.7 percent from the same period of 2009, said Kantar Media, a unit of WPP. The gain was the largest quarterly increase measured by Kantar since the fourth quarter of 2004.
For the first nine months of 2010, according to Kantar, ad spending rose 6.4 percent compared with the first nine months of 2009.
“As the summer went on, ad spending increases became more widespread, more pervasive,” Jon Swallen, senior vice president for research at Kantar Media in New York, said in a phone interview. “Small advertisers that were sitting on their hands the first six months, with a wait-and-see attitude, jumped in big time in the third quarter.”
The gain of 8.7 percent for the third quarter was the third in a row for 2010, by Kantar’s data. In the first quarter, ad spending rose 5.1 percent compared with the same period of 2009, and in the second quarter, ad spending climbed 5.4 percent compared with the second quarter of 2009. That increase in the first quarter had been the first since the first quarter of 2008.
Continues at: 3rd Quarter Ad Spending Accelerated, Kantar Media Report Says – NYTimes.com.
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