Direct response advertising is on a roll.
DR expenditures totaled $2.96 billion during the first half of 2005, a 19.9% increase over the same period last year, according to a study by TNS Media Intelligence. In contrast, general ad spending rose by only 4.5% to $70.5 billion.
Meanwhile, spending on Internet advertising hit the $3.96 billion mark, up 9.4% over 2004. In addition, freestanding newspaper ad expenses rose to $778 million. Last year, it added up to $744.2 million in 2004.
But the bad news is that the third quarter might not look so good. “The advertising market continues to outperform the general economy but the third quarter will be a much more difficult comparison period because of last year's stimulus from the Summer Olympics and national elections,” said TNS CEO Steven Fredericks.
