Advertising spending increased in most reported media, led by Internet (35%), the top 100 Spot TV markets (9.1%), Spanish-Language TV (8.1%) and Outdoor (8.1%).

Advertising spending for the full year 2006 rose 4.6% over the same period last year due to gains across major media, according to preliminary figures released today by Nielsen Monitor-Plus, the advertising intelligence service of The Nielsen Company.

2005 vs. 2006 Advertising Growth

   			% Change

  Internet*  		35.0%
  Spot TV Top 100 mkts 	9.1%
  Span Lang National TV 	8.1%
  Outdoor  		8.1%
  National Sunday Supplement 	5.6%
  Local Sunday Supplement  	4.6%
  Network TV 		4.2%
  National Magazines 		3.9%
  Local Magazine 		3.3%
  National Newspaper 		2.9%
  National Cable TV 		1.8%
  Spot Radio 		0.7%
  B2B Magazines 		-0.2%
  Coupon 			-0.6%
  Spot TV Mkts 101-210 	-0.9%
  Network Radio 		-2.4%
  Local Newspaper 		-3.6%
  Total 			4.6%

Source: Nielsen Monitor-Plus.

Advertising spending increased in most reported media, led by Internet (35%), the top 100 Spot TV markets (9.1%), Spanish-Language TV (8.1%) and Outdoor (8.1%). Growth in a number of media remained flat or slightly down over last including B2B magazines, Coupons, smaller Spot TV markets, Network Radio, and Local Newspaper. "Total U.S. ad spending continues to grow, with the Internet, Spanish-Language and Outdoor leading the way," said Brian Lane, Senior Vice President of Client Strategy & Product Development Management for Nielsen Monitor-Plus. "Outdoor advertising, considered a traditional media is showing renewed strength due in part to advances in digital technology, such as digital billboards."

Category Spending
Spending for the 10 largest categories reached $45 billion in 2006, 3% greater than the same period last year. Most product categories have increased spending, with the exception of Credit Card Services (-6.9%), Auto Dealerships (-3.5%), and Automotive, comprised of Factory & Dealer Associations (-1.5%). The Pharmaceutical industry was the fastest growing in terms of percent increase over last year (14.9%) and in terms of actual dollar increase ($719 million). Pfizer increased spending 32% ($158 million), while Merck and Sepracor each increased their budgets 40%, $118 million and $95 million, respectively.

Negative Political Advertising
For the 2006 mid-term elections, a total of 2,629,685 local television spots ran representing 93% of all political ad expenditures, and that was up by 24% from 2002 mid-term elections. 41% of all political spots in 2006 were classified as negative. Leading the way in negative ads among the top advertisers was the Republican National Committee and the Democratic National Committee with 89% and 85% of their ads being labeled as negative. Following is a snapshot of negative advertising for the mid-term elections of 2006.