Spending by advertisers in traditional media increased a strong 12.7 percent, to $22.2 billion, in the first quarter compared with $19.7 billion in the period a year earlier, according to Competitive Media Reporting. The $22.2 billion is a record for a first quarter.
Competitive Media in New York, a unit of Taylor Nelson Sofres that tracks ad spending, reported yesterday that the medium with the highest percentage increase was network radio, up 38.6 percent, to $156.3 million from $112.7 million. This was followed by spot radio, up 31.3 percent, to $568.6 million from $432.9 million, and cable TV networks, up 30.6 percent, to $2.3 billion from $1.7 billion.
The United States Government had the highest percentage increase among the top advertisers, up 90.5 percent, to $173.8 million from $91.2 million, largely because of spending totaling $68.9 million on a campaign to promote participation in the 2000 census.
General Motors was the marketer spending the most in the first quarter, $669.9 million, up 6 percent from $631.8 million.
Three of the five most advertised brands were fast food chains: McDonald's, first; Burger King, a unit of Diageo, second; and Wendy's, fifth. Circuit City was third and the Census
unknown, July 6, 2000, The New York Times
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