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.
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