According to figures just released by Nielsen Media Research, total US advertising spending in 2005 was 4.2% higher than in 2004, reflecting increases in most major media.
Spending growth was led by the Internet, which was up 23%, and Spanish-language and cable TV, which were up 17% and 11% respectively. Local and national consumer magazine advertising rebounded as well, with a 10% increase over 2004.
The ten largest advertisers, though, spent only $17 billion in 2005, up a mere 0.3% from 2004.
Spending in the 10 largest industry categories, however, reached over $43 billion for the year, a more healthy 5.4% gain over 2004.
The mobile phone industry was the fastest growing in terms of percent increase over the prior year. In fact, almost all product categories increased spending, with the exception of local automotive dealerships, which was down slightly. But, for the industry as a whole, the drop was more than offset by increased spending at the automotive factory and dealer association levels.