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Investment in advertising in the USA stagnates in the second quarter of 2014
Patricia Molina| 8 de octubre de 2014
El gasto total en publicidad en EE UU aumentó sólo un 0,7% en el segundo trimestre del 2014
According to the latest report from Kantar Media, total advertising spending in the United States increased by just 0.7% in the second quarter of 2014. Jon Swallen, head of research of the company in North America, said: “The slow rate growth in advertising spending is due to excess of money that took the first quarter to fund the budgets of the Olympics.”Regarding television, advertising spending increased by 5% in a period when major sporting events had a significant impact. The investment in Spanish-speaking television grew by 41.5% due to the first three weeks of the World Cup in June, while spending on cable TV made almost 10% compared to the previous. Moreover, investment in internet grew by 6.2% due to an increase in digital budget of marketers.During the first half of 2014, spending of the ten largest advertisers was about $8 billion, representing a growth of 1.9% compared to the same period last year. Procter & Gamble maintained its position as the largest advertiser, although spending was reduced by 17.4%. For its part, Pfizer had the highest growth rate among the top ten advertisers with an increase of 25.1%. The high costs of new releases and sporting events placed car companies advertisers among the major spent on advertising.
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