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US ad spending to improve next year

Overall spending will increase but newspaper ad revenue thought to decline 6.5 percent.

Spending on advertising in the US will grow by 2.8 per cent this year to reach $210.48bn after two years of decline, according to media research firm SNL Kagan.

While spending on cable television and mobile advertising is expected to rise 8.9 and 40 per cent, respectively, to $27.72 and $480bn, internet advertising is expected to rise 10.4 per cent to $24.85bn.

However, the research firm predicted that newspaper ad spending will fall 6.5 per cent this year to $23.2bn.

Meanwhile, figures released by the Newspaper Association of America (NAA) show that total US newspaper advertising revenue fell 5.55 per cent in the second quarter of the year.

While ad revenue declined for the 16th quarter in a row, the trade body said that the fall was an improvement on previous quarters.

The NAA said print advertising revenue fell 7.62 per cent to $5.6bn during the quarter, while online ad revenue rose 13.9 per cent to $743.9m. Classified ad revenue declined by 6.27 per cent to $1.39bn.