US advertising bounces back

5.1% gain for first quarter is the first gain for the sector in two years.

Spending on advertising in the US rose 5.1 per cent year-over-year for the first quarter of 2010, indicating that the market has bounced back.

This is the first time that advertising spend has registered a quarterly gain in two years, according to a study published by the UK-based Kantar Media Research.

The increment marks the most significant gain since the first three months of 2006.

Blue-chip companies such as Procter & Gamble, AT&T, Pfizer and General Motors have contributed to the quarterly gain, the report said.

The study showed Sunday newspaper magazines, national newspapers and Spanish-language newspapers registering gains in the country, but local newspapers, magazines and specialty B2B publications suffered losses in terms of advertising

Consumer magazine spending in the US dipped 3.9 per cent, while local newspapers slipped 5.6 per cent during the first quarter of this year, the report stated.