Kantar Media Reports U.S. Advertising Expenditures Increased 0.7 Percent in Q2 2014

Winter Olympics Pulled Spending Into Q1, Leaving Less On The Table For Q2

NEW YORK--()--Total advertising expenditures increased 0.7 percent in the second quarter of 2014 to $35.6 billion, according to data released today by Kantar Media, the leading provider of strategic advertising and marketing information. During the first six months of 2014 ad spending grew 3.1 percent.

“The slow growth rate of ad spending in Q2 is payback for the surfeit of money in Q1 that was pulled forward to fund Olympics budgets,” said Jon Swallen, Chief Research Officer at Kantar Media North America. “Our analysis shows that Olympics advertisers reduced their year-over-year Q2 spending by more than 4 percent while non-Olympics advertisers posted a 2 percent increase. The latter is more indicative of core ad market performance at the midyear point.”

Measured Ad Spending By Media

Total expenditures in Television media increased 5.0 percent in the second quarter of 2014 but there was wide variance within the sector, as three major sporting events had a significant impact. Spanish Language TV spending was up sharply by 41.5 percent, with a big assist from the first three weeks of the World Cup tournament at the end of June. Cable TV expenditures rose 9.3 percent compared to a year ago. About one-third of the gain was attributable to the World Cup and semi-finals games of the NCAA Men’s Basketball Tournament, which aired on cable for the first time. Meanwhile, Network TV spending dropped 7.2 percent in Q2 and was affected by having fewer March Madness and NBA playoff games compared to last year. Spot TV expenditures declined 0.5 percent as higher political spending was offset by reductions among automotive and telecom advertisers.

Internet display spending grew 6.2 percent in the second quarter as financial, retail and local service marketers raised their budgets. FSI was the only other media type to post a gain in the second quarter, up 1.3 percent.

Print media continued to contract in Q2. Local Newspaper advertising fell 9.7 percent and National Newspapers declined 15.8 percent. Each saw lower spending from the automotive, financial service and retail categories. Consumer Magazine expenditures were down 5.2 percent in the period. Although a majority of the 100 largest magazine advertisers increased spending, these gains were not enough to overcome losses due to fewer brands using the medium. Ad expenditures in Sunday Magazines fell 15.8 percent as pharmaceutical and consumer package goods pulled back. (Note that these trends are based on print channels only, and do not include advertising on websites or other properties maintained by print brands.)

Results for Radio media were mixed. National Spot Radio declined 6.2 and Local Radio, which reflects English language stations, was down 3.6 percent. Both segments were hit by sharply lower spending from the financial service, insurance and restaurant categories which outweighed small gains from telecom and retail advertisers. Network Radio expenditures rose 5.6 percent on higher spending from a broad range of key categories.

Percent Change in Measured Ad Spending1



 • Media Type

(Listed in rank order of Jan-Jun 2014 spending)


2014 vs. 2013

  Jan - Jun

2014 vs. 2013


  5.0%   7.3%

• Cable TV2

  9.3%   7.8%

• Network TV

  -7.2%   4.1%

• Spot TV3

  -0.5%   3.3%

• Spanish Language TV4

  41.5%   30.6%

• Syndication – National

  1.1%   2.2%


  -5.7%   -3.9%

• Consumer Magazines6

  -5.2%   -3.8%

• B-to-B Magazines

  -3.3%   -1.2%

• Sunday Magazines6

  -15.8%   -10.9%

• Local Magazines

  -4.6%   -0.2%

• Hispanic Magazines

  -5.9%   1.9%


  -10.4%   -7.7%

• Local Newspapers

  -9.7%   -7.7%

• National Newspapers

  -15.8%   -8.4%

• Hispanic Newspapers

  -4.5%   -2.2%

INTERNET (Display Ads Only)8

  6.2%   9.7%


  -3.6%   -3.0%

• Local Radio (English Language)

  -3.6%   -4.1%

• National Spot Radio

  -6.2%   -0.6%

• Network Radio

  5.6%   0.1%

• Hispanic Local Radio

  -11.0%   -10.3%


  -1.6%   0.4%


  1.3%   2.8%
TOTAL   0.7%   3.1%

Source: Kantar Media

  1. Figures are based on the Kantar Media Stradegy™ multimedia ad expenditure database across all measured media, including: Network TV ( 5 networks); Spot TV (747 stations in 125 DMAs); Cable TV ( 75 networks); Syndication TV; Hispanic Network TV (5 networks); Consumer Magazines (183 publications); Business-to-Business Magazines (297 publications); Sunday Magazines (8 publications); Local Magazines (31 publications); Hispanic Magazines (17 publications); Internet display (2,863 sites monitored at least one year); Local Newspapers (133 publications); National Newspapers (3 publications); Hispanic Newspapers (42 publications); Local Radio 683 stations in 36 markets); Hispanic Local Radio (86 stations in 24 markets);Network Radio (5 networks); National Spot Radio (205 markets); and Outdoor (188 markets). Figures do not include public service announcements (PSA) or house advertising
  2. Cable TV figures are based on 71 English language networks and do not include any Hispanic cable networks
  3. Spot TV figures are based on 670 English language stations and do not include any Hispanic stations
  4. Spanish Language TV includes 5 Hispanic broadcast networks, 4 Hispanic cable networks and 77 local Hispanic TV stations
  5. Magazine Media figures reflect print editions of publications
  6. PIB Data: ®Copyright 2014 by Magazine Publishers of America Inc. All rights reserved.
  7. Newspaper Media figures reflect print editions of publications
  8. Internet expenditures reflect the value of desktop display advertising only. Video ad formats and mobile ad formats are specifically excluded.
  9. Radio Media figures only reflect commercial spot sales
  10. FSI data represents distribution costs only

Measured Ad Spending By Advertiser

For the first six months of 2014, spending by the ten largest advertisers was $7,938.1 million, a 1.9 percent increase compared to a year ago. Among the Top 100 marketers, a diversified group accounting for almost 45 percent of the ad market, investments were up 2.9 percent.

Procter & Gamble easily held onto its position as the largest advertiser, even though it lowered spending by 17.4 percent to $1,322.7 million. After a small decline in Q1, P&G slashed expenditures by almost one-third during Q2. The latter comparison is against an atypically high volume of year-ago spending. Q2 is also the end of P&G’s fiscal year and ad budgets may have been sacrificed to improve the balance sheet and meet financial targets.

Three automakers are represented in the top-ten rankings and for each their half-year totals were characterized by sharply higher spending in Q1 (due to new product launches as well as investments in Q1 sporting events) followed by significant declines in Q2, leaving them with net gains. General Motors spent $928.8 million, an increase of 22.6 percent. The company continues to shift its advertising allocation from passenger cars towards SUVs and pickup trucks in response to market sales trends and the opportunity to earn bigger profits. Toyota Motor raised its ad expenditures 5.5 percent to $599.8 million and Fiat Spa lifted spending 14.2 percent to $588.5 million. For both manufacturers the increases were connected to marketing launches of redesigned models.

Pfizer had the largest growth rate among the top ten advertisers with a 25.1 percent increase to $711.8 million. The company has been putting more marketing resources behind top-selling Rx brands that are still under patent protection and don’t yet face competition from cheaper generic alternatives.

Berkshire Hathaway raised its spending 20.1 percent to $674.5 million in the first half of 2014, primarily in support of the GEICO insurance brand.

Top Ten Advertisers of Jan-June 20141

Rank Company   Jan-June 2014 ($ Millions)     Jan-Jun 2013 ($ Millions)     % Change
1 Procter & Gamble Co   $1,322 .7     $1,602 .2     -17.4%
2 General Motors Corp   $928 .8     $757 .6     22.6%
3 AT&T Inc   $917 .6     $1,013 .1     -9.4%
4 Comcast Corp   $772 .4     $781 .7     -1.2%
5 L'Oreal SA   $727 .9     $799 .8     -9.0%
6 Pfizer Inc   $711 .8     $568 .8     25.1%
7 Verizon Communications Inc   $694 .1     $622 .9     11.4%
8 Berkshire Hathaway Inc   $674 .5     $561 .8     20.1%
9 Toyota Motor Corp   $599 .8     $568 .7     5.5%
10 Fiat Spa   $588 .5     $515 .2     14.2%


  $7,938 .1     $7,791 .7     1.9%

Source: Kantar Media

  1. Figures do not include FSI, House Ads or PSA activity
  2. The sum of the individual companies can differ from the total shown due to rounding

Measured Ad Spending By Category

Expenditures for the ten largest advertising categories grew 2.7 percent to $43,669.2 million in the first six months of 2014. Eight of the ten had spending increases.

Retail was the top category with expenditures of $7,178.8 million, a 1.1 percent increase. Larger investments from apparel, home furnishing and sporting goods retailers provided a boost but were offset by continuing reductions among major department store brands.

Automotive was the second largest category in the January-June period with expenditures of $7,032.3 million, a decrease of -0.5 percent. After vigorous growth in Q1 that was aided by the Winter Olympics, spending declines were the norm in Q2 for many leading auto nameplates.

The largest growth rate among the top ten categories in the first half of 2014 came from the Insurance sector where spending rose 16.7 percent to $2,916.2 million. Auto insurers remained fiercely competitive throughout the period and there was also an advertising surge for health care coverage that extended beyond the March 31st enrollment deadline for Obamacare.

Spending on Local Services increased 6.0 percent to $4,755.9 million. Within the category, the top-performing segment was service businesses connected to home ownership and the housing industry. Legal Services also posted higher expenditures.

Food & Candy expenditures finished the half year period at $3,432.7 million, up 5.8 percent versus a year ago. The gain was concentrated among a few candy and gum advertisers who boosted their total spending in support of new product introductions.

Telecom advertising increased 2.5 percent to $4,757.5 million during the first six months of the year but it was a deceptive result which masked spreading weakness. In a category where total dollars were up $135 million, a single marketer (Dish TV) hiked its budgets by $206 million as it navigates a marketplace being reshaped by mergers among its largest rivals. Without Dish’s incremental contribution, the telecom category would have had a net decline and the spotlight would have shone on an emerging deceleration of spending by the major wireless providers.

Top Ten Advertising Categories of Jan-June 20141



Category   Jan-June 2014 ($ Millions)     Jan-June 2013 ($ Millions)     % Change
1 Retail   $7,178 .8     $7,102 .1     1 .1%
2 Automotive   $7,032 .3     $7,069 .3     -0 .5%

• (Manufacturers)

  $4,409 .6     $4,271 .4     3 .2%

• (Dealers)

  $2,622 .8     $2,797 .9     -6 .3%
3 Telecom   $4,757 .5     $4,641 .6     2 .5%
4 Local Services   $4,755 .9     $4,487 .4     6 .0%
5 Financial Services   $3,797 .1     $3,780 .0     0 .5%
6 Food & Candy   $3,432 .7     $3,243 .5     5 .8%
7 Personal Care Pdts   $3,420 .9     $3,581 .4     -4 .5%
8 Restaurants   $3,369 .6     $3,357 .4     0 .4%
9 Direct Response   $3,008 .1     $2,762 .5     8 .9%
10 Insurance   $2,916 .2     $2,498 .9     16 .7%


  $43,669 .2     $42,524 .3     2 .7%

Source: Kantar Media

1. Figures do not include FSI or PSA activity

2. The sum of the individual categories can differ from the total shown due to rounding

About Kantar Media

Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world’s leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers’ reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behavior and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries. For further information, please visit us at www.KantarMedia.US.

Follow us on:





Daddi Brand Communications
Bill Daddi, 646-370-1341
Cell: 917-620-3717

Release Summary

Total advertising expenditures increased 0.7 percent in the second quarter of 2014 to $35.6 billion, according to data released today by Kantar Media.


Daddi Brand Communications
Bill Daddi, 646-370-1341
Cell: 917-620-3717