National ad spending up 11.4% for '96

Endicott, R. Craig
March 1997
Advertising Age;3/24/1997, Vol. 68 Issue 12, p4
Trade Publication
This article looks at the national media advertising spending in the U.S. in 1996. National media advertising spending in 1996 crested at $66.7 billion, an 11.4% increase from 1995 and the highest annual growth point for the decade, according to 11-media totals compiled by Competitive Media Reporting. Network TV, as it usually does on an annual basis, pulled the largest advertising volume, at $14.4 billion, up 16.5%, followed by spot TV at $14.2 billion, up 7.7%; newspapers at $13.9 billion, up 4.4%; and magazines at $11.2% billion, up 9.5%.


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