The rate of growth of advertising spending may have flattened in the second quarter of 2006, but that growth continues to be fueled by dramatic increase in Spanish-language advertising and in Internet advertising, according to a release from TNS Media Intelligence this week.
Advertising spending in the second quarter of 2006 jumped 2.9 percent, after a 5.3 percent gain the first quarter of 2006. According to experts, the first quarter was an anomaly, with traditional television advertising being boosted by the Winter Olympics and the World Cup, among other events, that skewed numbers, leaving the second quarter of 2006 being viewed as the more stable and important number to compare to for the future, although political advertising will also be skewing numbers in the future.
Spanish-language advertising in the first half of 2006 raised by more than a fifth, jumping 20.5 percent in the second quarter to a total of $2.4 billion, while Internet display advertising rose 18.9 percent, to a total of $4.69 billion.
While network television advertising's revenue is much greater, at $12.3 billion, the growth rate has remained flat, and TNS said that, excluding the month that the Olympics were broadcast, the ad growth for 2006 for network TV would only be 1.2 percent.
Back in July, I wrote about the same two sectors of advertising driving the growth rate for the first quarter, and it seems that driving into Spanish-language content and online distribution continues to gain in profit, while the numbers for traditional advertising in traditional media are leveling off.