1. /
Press Information
Contact details:
Bill Daddi
Daddi Brand Communications Inc.
Phone: 646-370-1341
Cell: 917-620-3717
Email: Bill@DaddiBrand.com
KANTAR MEDIA REPORTS U.S. ADVERTISING EXPENDITURES
INCREASED 0.8 PERCENT IN 2011
New York, NY, March 12, 2012 – Total advertising expenditures increased 0.8 percent in 2011 and
finished the year at $144.0 billion, according to data released today by Kantar Media, the leading provider
of strategic advertising and marketing information. Ad spending during the fourth quarter of 2011 dropped
1.0 percent versus the year ago period, the first quarterly decline since the end of 2009. Since reaching a
post-recession peak in Q3 2010, advertising growth rates have slowed sequentially for five consecutive
quarters.
Ad Spending Growth Rate
10.0%
8.7%
8.0%
6.0%
7.0%
5.1%
5.4%
4.1%
4.0%
2.8%
2.0%
0.4%
0.0%
-2.0%
Q1 '10
Q2 '10
Q3 '10
Q4 '10
Q1 '11
Q2 '11
Q3 '11
-1.0%
Q4 '11
Source: Kantar Media
“The contrast of resilient TV spending and waning budget allocations to other traditional media was
plainly evident at the end of 2011,” said Jon Swallen, SVP Research at Kantar Media Intelligence North
America. “Some mature digital media formats were also touched by the year-end tide of reduced
spending. Whether this is an isolated occurrence or an early sign of digital dollars moving more quickly
towards emerging and unmeasured digital platforms bears watching as 2012 unfolds.”

2. Measured Ad Spending By Media
Television continued to lead the ad market in the fourth quarter. Network TV expenditures jumped 7.7
percent year-over-year and were helped by strong pricing for football, a baseball World Series that went
the maximum seven games and the launch of The X Factor singing competition program. The rate of
Cable growth eased during Q4, finishing at +2.4 percent as higher demand from restaurants and retailers
was offset by reductions from consumer packaged goods. For the full year, Network TV decreased by 2.0
percent while Cable rose 7.7 percent.
Spanish language TV ad spending surged 19.1 percent in fourth quarter, paced by higher sell-out levels
at over-the-air networks. For all of 2011, the segment increased 8.3 percent.
Syndication TV benefitted from higher spending by department stores and health & beauty brands and
saw expenditures soar 11.0 percent in Q4. Full year spending advanced by 15.4 percent.
Spot TV expenditures fell 8.7 percent in the fourth quarter but the more significant indicator was that
November and December spending were each down, despite easy comparisons against diminished,
post-election spending volume of a year ago. Full year Spot TV spending dropped 4.5 percent.
Free Standing Inserts achieved healthy gains in the fourth quarter with spend rising 3.0 percent. Although
manufacturers have been distributing fewer FSI coupons, retailer promotion pages have increased
significantly and this contributed to the improvement.
Ad expenditures for measured digital media declined in the fourth quarter. Paid Search budgets were 6.4
percent lower versus a year ago with continuing reductions from financial, insurance and local service
advertisers. Display investments decreased 5.9 percent in Q4, dragged down by smaller budgets from
auto manufacturers, telecom providers and travel companies. For the entire year, Paid Search declined
2.8 percent and Display increased 5.5 percent.
Magazine ad spending eroded at year end. Consumer Magazines declined 5.2 percent in the fourth
quarter due to deep cutbacks in auto, food and pharmaceutical advertising. Total year expenditures were
level compared to prior year. Outlays in Sunday Magazines fell 9.8 percent in Q4, the sixth consecutive
quarter of year-over-year declines, and were down 7.2 percent for all of 2011.
Local Newspaper ad expenditures fell 3.9 percent during the fourth quarter, hurt by the reallocation of
retailer advertising budgets to other media channels during the key holiday shopping season. Full year
spending was 3.8 percent lower. The losses in Newspaper spending are consistent with reductions in the
amount of space sold.

3. The pace of spending in Radio media also sagged. Local Radio expenditures were down 3.8 percent and
National Spot Radio plummeted 13.9 percent in the fourth quarter. The telecom, financial service and
automotive categories were prime contributors to these quarterly decreases.
Percent Change in Measured Ad Spending
MEDIA SECTOR
Media Type
1
th
4 Quarter
Year
2011 vs. 2010 2011 vs. 2010
(Listed in rank order of full year 2011 spending)
TELEVISION MEDIA
2
Cable TV
Network TV
3
Spot TV
4
Spanish Language TV
Syndication – National
INTERNET MEDIA
5
Paid Search
Display
6
MAGAZINE MEDIA
Consumer Magazines
B-to-B Magazines
Sunday Magazines
Local Magazines
Spanish Language Magazines
7
NEWSPAPER MEDIA
Local Newspapers
National Newspapers
Spanish Language Newspapers
RADIO MEDIA
8
Local Radio
National Spot Radio
Network Radio
OUTDOOR
9
FSIs
TOTAL
3.1%
2.4%
7.7%
-8.7%
19.1%
11.0%
-6.2%
-6.4%
-5.9%
-4.9%
-5.2%
-0.8%
-9.8%
-3.8%
25.1%
-3.7%
-3.9%
-3.9%
10.4%
-5.6%
-3.8%
-13.9%
4.3%
1.1%
3.0%
-1.0%
2.4%
7.7%
-2.0%
-4.5%
8.3%
15.4%
0.4%
-2.8%
5.5%
-0.4%
0.0%
0.8%
-7.2%
-2.9%
24.9%
-3.7%
-3.8%
-3.6%
1.9%
-0.6%
0.6%
-5.4%
2.7%
6.5%
-4.3%
0.8%
Source: Kantar Media
1. Figures are based on the Kantar Media Stradegy™ multimedia ad expenditure database across all measured media, including:
Network TV (5 networks); Spot TV (125 DMAs); Cable TV (71 networks); Syndication TV; Hispanic Network TV (4 networks);
Consumer Magazines (204 publications); Sunday Magazines (8 publications); Local Magazines (29 publications); Hispanic
Magazines (18 publications); Business-to-Business Magazines (304 publications); Local Newspapers (108 publications); National
Newspapers (3 publications); Hispanic Newspapers (46 publications); Network Radio (5 networks); National Spot Radio (205
markets); Local Radio (32 markets); Internet search (Google search engine, excluding mobile); Internet display (1,911 sites
monitored at least one year); and Outdoor. Figures do not include public service announcements (PSA) or house advertising
2. Cable TV figures based on 67 English language networks and do not include any Hispanic cable networks
3. Spot TV figures based on 658 English language stations in 125 DMAs and do not include any Hispanic stations
4. Spanish Language TV includes 4 Hispanic broadcast networks, 4 Hispanic cable network and 71 local Hispanic TV stations
5. Internet search figures reflect paid activity on Google and are compiled from monthly data on Top 20,000 subdomains. Mobile
search spending is not included.
6. Magazine media includes Publishers Information Bureau (PIB) data and reflect print editions of publications
7. Newspaper media figures reflect print editions of publications
8. Local Radio includes expenditures for 32 markets in the U.S.
9. FSI data represents distribution costs only

4. Measured Ad Spending By Advertiser
Spending among the ten largest advertisers in 2011 reached $16,061.6 million, a 2.8 percent decline
compared to a year ago. Among the Top 100 marketers, a diversified group that represents over twofifths of all measured ad expenditures, full year budgets were down 0.2 percent.
For the ninth consecutive year, Procter & Gamble was the top advertiser with spending of $2,949.1 million
down 5.4 percent compared to last year. While TV is still the foundation of its advertising media buys,
P&G’s 2011 budget allocation saw share gains for magazines at the expense of TV.
AT&T was the second largest advertiser in 2011 with expenditures of $1,924.6 million, a decline of 11.7
percent. Media budgets were severely curtailed during the fourth quarter when the company abandoned
its attempted acquisition of T-Mobile, triggering large breakup fees and a huge earnings loss. At Verizon
Communications, full year ad spending was $1,636.9 million, a decrease of 11.8 percent. After a string of
quarterly budget cuts dating to early 2010, Verizon sharply boosted its spending during the last quarter.
The largest growth rate among the Top Ten marketers was posted by Chrysler, up 36.2 percent to
$1,193.0 for the full year. The increase was driven by marketing introductions for several new or
redesigned models, coupled with the improved sales climate for new vehicles. In contrast, General
Motors lowered its 2011 outlays by 16.1 percent to $1,784.1 million. Q4 media budgets dropped 24.7
percent. As factory support has been trimmed, GM dealers have been bearing a larger share of the
overall marketing effort.
L’Oreal investments in 2011 rose 18.1 percent to $1,343.5 million as the company expanded marketing
support for the L’Oreal Paris, Maybelline and Garnier brand lines. Comcast (+11.3 percent, to $1,577.2
million) and Time Warner (+5.8 percent, to $1,279.4 million) also posted full year spending gains,
1
Top Ten Advertisers Of 2011
Rank
1
2
3
4
5
6
7
8
9
10
Company
Year 2011
($ Millions)
Procter & Gamble Co
AT&T Inc
General Motors Corp
Verizon Communications
Comcast Corp
L'Oreal SA
Time Warner Inc
Pfizer Inc
Chrysler Group LLC
News Corp
2
TOTAL
$2,949.1
$1,924.6
$1,784.1
$1,636.9
$1,577.2
$1,343.5
$1,279.4
$1,203.5
$1,193.0
$1,170.5
$16,061.6
Year 2010
($ Millions)
$3,116.9
$2,180.0
$2,127.0
$1,856.8
$1,416.6
$1,137.8
$1,209.8
$1,230.8
$875.7
$1,362.2
$16,513.5
Source: Kantar Media
1. Figures do not include FSI, House Ads or PSA activity
2. The sum of the individual companies can differ from the total shown due to rounding
% Change
-5.4%
-11.7%
-16.1%
-11.8%
11.3%
18.1%
5.8%
-2.2%
36.2%
-14.1%
-2.8%

5. Measured Ad Spending By Category
Expenditures for the ten largest categories grew 3.3 percent in 2011 and reached $81,629.2 million
Automotive was the leading category in dollar volume and finished 2011 at $13,890.4 million, up 6.3
percent. Category spending growth became increasingly bifurcated during the year with Tier 2 and Tier 3
dealer budgets continuing to expand and Tier 1 manufacturer expenditures flattening.
Miscellaneous Retail, which is comprised of all retail segments except Department Stores and Home
Improvement purveyors, was the second largest category with 2011 expenditures of $10,019.5 million, up
4.0 percent. Robust ad spending during the critical year-end holiday season bolstered results.
Insurance registered the largest growth rate among the Top Ten categories with a 13.5 percent gain to
$5,519.0 million. Aggressive competition among auto insurers to gain market share continues to drive
media budgets higher.
Financial Services totaled $9,059.9 million of spending, a 3.6 percent increase. Growth has been fueled
by the credit card segment, offsetting continued weakness in ad budgets for investment products and
retail banking.
The Telecom category lost ground as 2011 expenditures fell 5.8 percent to $8,649.0 million. Declines
were most pronounced among the leading wireless service advertisers. Aggregates expenditures from TV
service providers also slowed.
Top Ten Advertising Categories Of 2011
Rank
1
Category
Year 2011
($ Millions)
Year 2010
($ Millions)
% Change
Automotive
$13,890.4
$13,062.2
6.3%
$8,586.5
$5,303.9
$8,291.6
$4,770.6
3.6%
11.2%
$10,019.5
$9,573.3
$9,095.9
$8,649.0
$6,497.7
$6,354.1
$6,155.7
$5,874.7
$5,519.0
$81,629.2
$9,637.4
$8,922.1
$8,778.7
$9,180.4
$6,155.9
$6,644.3
$6,119.0
$5,627.9
$4,862.7
$78,990.7
(Manufacturers)
(Dealers)
2
3
4
5
6
7
8
9
10
1
2
Miscellaneous Retail
Local Services
Financial Services
Telecom
Personal Care Products
Food & Candy
Direct Response
Restaurants
Insurance
3
TOTAL
4.0%
7.3%
3.6%
-5.8%
5.6%
-4.4%
0.6%
4.4%
13.5%
3.3%

6. Source: Kantar Media
1. Figures do not include FSI or PSA activity
2. Miscellaneous Retail excludes these retail segments: Department Stores, Home Furnishing & Building Supply Stores
3. The sum of the individual categories can differ from the total shown due to rounding
Top Spending Advertisers Within Select Media
The top ten TV advertisers spent $10,115.4 million in the medium during 2011, down 0.8 percent from a
year ago. This group accounted for 14.9 percent of total TV expenditures by all advertisers.
1
Top Ten Television Advertisers Of 2011
Rank
1
2
3
4
5
6
7
8
9
10
Company
Procter & Gamble Co.
AT&T Inc.
General Motors Corp.
Verizon Communications
Chrysler Group Llc.
General Mills Inc.
Comcast Corp.
Ford Motor Co.
Toyota Motor Corp.
Time Warner Inc.
2
TOTAL
Year 2011
($ Millions)
$1,718.7
$1,332.6
$1,112.2
$1,064.1
$890.4
$842.4
$840.3
$781.0
$767.4
$766.2
$10,115.4
% Change
vs. Year Ago
-6.8%
-12.6%
-7.6%
-3.9%
38.8%
4.3%
10.6%
-3.9%
-4.0%
9.8%
-0.8%
Source: Kantar Media
1 Figures do not include PSA activity
2 The sum of the individual companies can differ from the total shown due to rounding
The ten largest Internet advertisers invested a total of $2,360.6 million in paid search and display
campaigns, up 10.0 percent versus a year ago. Despite fragmentation on the web, the group accounted
for 10.9 percent share of all Internet ad dollars.
Top Ten Internet Advertisers Of 2011
(Display + Paid Search)
Rank
1
2
3
4
5
6
7
8
9
10
Company
IAC/Interactivecorp
Experian Group LTD
General Motors Corp.
AT&T Inc.
Progressive Corp.
Verizon Communications Inc.
Comcast Corp.
Capital One Financial Corp.
Amazon.com Inc.
Ebay Inc.
1
TOTAL
Year 2011
($ Millions)
$316.2
$277.8
$270.8
$245.7
$239.7
$230.3
$203.7
$203.4
$199.8
$173.2
$2,360.6
% Change vs.
Year Ago
28.9%
-5.8%
15.7%
6.3%
22.9%
27.9%
31.8%
0.0%
-13.1%
-2.0%
+10.0%
Source: Kantar Media
1. The sum of the individual companies can differ from the total shown due to rounding

7. The top ten advertisers in Hispanic Media spent $1,403.6 million during 2011, an increase of 29.2
percent. This group accounted for 24.7 percent of all Hispanic Media expenditures, the largest Top Ten
share concentration of any medium.
1
Top Ten Hispanic Media Advertisers Of 2011
Rank
1
2
3
4
5
6
7
8
9
10
Company
Broadcasting Media Partners
Procter & Gamble Co.
Dish Network Corp.
McDonalds Corp.
Verizon Communications Inc.
AT&T Inc.
General Mills Inc.
Toyota Motor Corp.
Kraft Foods Inc.
General Motors Corp.
2
TOTAL
Year 2011
($ Millions)
$362.0
$209.6
$153.7
$114.4
$113.2
$111.0
$93.6
$84.6
$82.9
$78.6
$1,403.6
% Change vs.
Year Ago
212.9%
9.6%
71.2%
-2.6%
-16.6%
-16.2%
5.1%
8.3%
130.9%
-21.8%
+29.2%
Source: Kantar Media
1. Figures exclude Business-to-Business publications
2. The sum of the individual companies can differ from the total shown due to rounding
About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers,
agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes
analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer
engagement through owned media;; and, evaluating consumers’ reactions in earned media. Kantar Media provides
clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and
digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies
tracking 3 million brands in 50 countries. www.KantarMediaNA.com.
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