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Ad Spending Slipped In 3rd Quarter 2014 As Marketers Grew Cautious

December 22, 2014: 12:00 AM EST
While total ad spending rose 1.5 percent between January and September of 2014 to $64.5 billion, it was up only slightly (0.3 percent) in the third quarter. A researcher at Kantar Media said ad expenditures were robust in the first six months of the year, up 3.1 percent overall, but sagged in the third quarter because the “Top 100 marketers [became] more restrained with their budgets”. During the same period (Jan. to Sept.), ad spending in the food and candy sectors dropped slightly (-0.1 percent to $5 billion)), and fell 2.3 percent in personal care products ($5.1 billion). Both retail and automotive ad spending dropped slightly during the period, but together spent the most on advertising ($21.1 billion).
"Kantar Media Reports U.S. Advertising Expenditures Increased 0.3 Percent in Q3 2014, Helped by the World Cup and Political Spend", News release, Kantar Media US, December 22, 2014, © Kantar Media
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