According to the data of the report developed by WPP Group’s Kantar Media, advertising spending by advertisers in the US is ahead of the recovery of the economic crisis.
Increased advertising spending by manufacturers and financial services companies helped boost advertising investment in the US by 5.7% during the first half of 2018 to reach 63,500 million dollars.
Television became the medium with the most upswing during this period with an increase of 25% of advertising spending by advertisers, and especially among those in the automobile sector, companies at least and political parties.
In this sense, within the category of automobiles, in which manufacturers and dealers are included, the expense increased by 23.4% to 6,000 million dollars. General Motors, Ford, Toyota and Chrysler are among some of the companies that spent more during the first part of the year than during the same period last year.
The service companies financed, which drastically reduced their advertising spending last year, are once again recovering part of the rhythm of their advertising investment, especially through companies such as American Express, E-Trade JP Morgan Chase. During this period, advertising for financial services increased by 11.3% to reach 3,800 million dollars.
The personal care companies also correspond to others of the outstanding sectors that experienced a notable increase in advertising spending during this first half of the year with an increase of 11.8%. Procter & Gamble, L’Oreal and Johnson & Johnson are among the companies with the highest advertising spending in this category.
Regarding online screen advertising, spending by advertisers increased by 5.4%, although in this sense it should be noted that the figures in the report do not include the expenditure of companies and brands through social networks, which according to estimates of eMarketer could represent a total of 3,000 million during this same year.