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Tag: US ad industry

  • TNS Media predicts healthy growth for US ad industry

    MUMBAI: The US advertising market is in fine fettle, thank you. And it is going to get even better this year. At least that’s the prediction of TNS Media Intelligence/CMR, a provider of strategic advertising and marketing information.
     
     

    TN/CMR has predicted that advertising spending will grow by 7.8 per cent in 2004 to $138.4 billion. This is a much sharper rise as compared to the growth in 2003 which was a much leaner 6.7 per cent, clearly indicating that the US economy is on an upward curve and is recovering from the 9/11 and its aftermath hangover.

    TNS Media Intelligence/CMR president, CEO Steven J. Fredericks was quoted in a company release saying, “We anticipate expenditures on the upcoming US elections and summer Olympic Games to strengthen the ad market significantly in 2004. Additionally, as the economy improves, all leading categories of media will see improvement in advertising spending, with Spanish language television, the Internet, and Spot TV showing the strongest year over year gains.”

    TNS Media Intelligence/CMR has predicted that the ad market will get even more peppy in the second half of the year with the Olympics and the elections resulting in purse strings being loosened.

    Growth Estimates
    Period     Percentage growth
    First Half 2004     6.8
    1st Quarter 2004     6.5
    2nd Quarter 2004     7.1
    Second Half 2004     8.6
    3rd Quarter 2004     8.4
    4th Quarter 2004     8.9
    Full Year 2004     7.8

    Source: TNS Media Intelligence/CMR The figures are based on TNSMI/CMR internal analyses.

    Guess what? The big kickers are going to be the Spanish Language TV segment and The Internet. The former is expected to grow a healthy 15.7 per cent, while the latter at 12.1 per cent. TNS predicts that all media will grow healthily.

    Growth Estimates For This Year By Media Segment
    Type of Media     Percentage Growth
    Spanish Language TV     15.7
    Internet     12.1
    Spot TV     10.8
    Network TV     9.6
    Radio     9.5
    Cable Network TV     8.3
    Consumer/Sunday Magazines     5.7
    Newspapers     5.5
    Syndication     5.4
    Outdoor     5

  • AAAA’s initiative to increase diversity in US ad industry

    MUMBAI: The American Association of Advertising Agencies (AAAA), with the endorsement of chief executive officers from six of the industry’s worldwide communications firms has launched Operation Success.

    The programme is aimed at increasing the ethnic diversity and inclusiveness in key operational areas of the advertising business.
     
     

    The move has been endorsed by some of the biggest names in advertising. They include WPP CEO Sir Martin Sorrell and Publicis Groupe chairman and CEO Maurice Levy.

    AAAA president and CEO O Burtch Drake added, “For years we have recognised and worked to address the issue of increasing minority representation in our industry. Operation Success provides the framework, the high level of executive involvement and the comprehensive plan to produce improved results.”
     
     

    Operation Success will focus on three areas:
    Employee recruitment and retention: Firms with expertise in diversity will be identified. Contacts with core professional organisations in each ethnic market will be expanded. Minority-owned recruiting firms will be retained to identify candidates for employment to develop a diverse slate of candidates. A database of established professionals will be developed.

    Training and development: A mentoring programme will support the existing formal, internal mentoring programmes such as MAIP. The development of senior-level mentoring programmes at each agency and across agencies will be encouraged. Industry-wide networking initiatives will be supported. Measurements and tracking mechanisms will be defined.
     
     

    The training programmes will include an AAAA coordinated program in conjunction with CUNY/Medgar Evers College and historically black colleges and universities and other educational institutions with strong minority enrollment to provide information, training, and education on advertising and careers in the advertising industry. Advertising agency executives will be encouraged to serve as instructors, mentors and resources for students in the programme.

    Vendor and supplier relationships: Participating agencies in consultation with their clients will make coordinated efforts to increase the use of minority subcontractors. In addition, the AAAA will publish a resource directory and convene a supplier trade show to facilitate the use of minority suppliers to the advertising industry.

    This programme encourages and supports the utilisation of minority vendors and suppliers throughout the business. Toward that end, the programme encourages agencies to partner with such organisations as the New York- New Jersey Minority Supplier Development Council, which has a record of leadership in the area of minority supplier development.