ADVERTISING BEGINS MODERATE RECOVERY FROM 2011

Driven in large measure by the growing attraction of TV sports programming, the advertising market recovered modestly in the first quarter from its disappointing showing during the same period a year ago. A new report from Kantar Media indicated today (Monday) that ad spending for all media totaled $32.9 billion during the quarter, up 2.6 percent from $32.1 billion in the first quarter of 2011. In a statement, Jon Swallen, chief research officer at Kantar Media North America, said, “After a sluggish start in January, the pace of measured ad spending quickly accelerated and grew at an average rate of more than four percent during February and March, the best performance in more than a year.” The study credited in particular ad spending on cable and broadcast TV for sports programming, including Turner networks’ coverage of the NCAA basketball tournament and broadcast coverage of the NFL playoffs. Spanish-language TV also helped fuel the rise with expenditures soaring 20.7 percent.