Modest gains forecast for U.S. consumer magazines; slump for trades

Ad spending in the United States -- a pretty good bellwether of what's happening in Canada -- is expected to rise 4.9 percent to $150.3 billion for full-year 2006, a downward revision from original forecast of 5.4 percent growth in January. The figures were released by TNS Media Intelligence, one of the most respected sources of such data for Madison Avenue, according to a story in MediaDaily News. "Although our revised forecast is downward, total advertising spending is still on track to achieve respectable, moderate gains during 2006," stated TNS MI President-CEO Steven Fredericks.

TNS estimates the following results for 2006:

• Internet -- 13%
• Spot TV -- 8.9%
• Outdoor -- 7.7%
• Network television -- 6%
  
• Cable network television -- 6%
• Consumer magazines -- 3.6%
• Newspapers -- 0.2%
• Business-to-business magazines -- (0.3%)