“2008 is shaping up as a year of contrasts,” said Jon Swallen, SVP Research of TNS Media Intelligence. “Aside from the continued double digit growth rate of Internet display advertising, spending gains will be driven predominately by the powerful combination of Summer Olympics and record-setting levels of political advertising. Offsetting this, a weakened economy will have a dampening effect on the broader, core advertising market.”

2008 TOTAL AD EXPENDITURES¹
GROWTH ESTIMATES

Internet display advertising is forecast to continue growing at double-digit rates in 2008 with Spot TV, Spanish Language Media, Outdoor and Cable Network TV also exceeding the overall market average. Consumer Magazines and Network TV are projected to post small gains versus 2007, while Business-To-Business Magazines and Newspapers are expected to experience outright declines in ad spending.

2008 PROJECTIONS BY MEDIUM
(Ranked by Growth Rate)

“The Internet will continue to gain share, principally at the expense of newspapers,” said Swallen. “We track share of spending on a rolling two-year basis, in order to control for the biennial fluctuations associated with the Olympics and elections – events that disproportionately benefit television media. Our projections for the 2007-08 cycle indicate television and magazines will maintain their shares, while the Internet will move past radio.”

Share of Measured Advertising Spending by Media:
2007-08 vs. 2006-07

About TNS Media Intelligence
Established in 23 countries with more than 16,000 customers, TNS Media Intelligence is part of TNS, the global marketing insight and information group. TNS Media Intelligence monitors 3 million brands worldwide across a multitude of media, including TV, radio, print, Internet, cinema and outdoor. The company offers a full range of insights and analyses, including the tracking of advertising expenditures and advertising creative, as well as news and social media monitoring and sports sponsorship evaluation.

In the U.S., TNS Media Intelligence is the leading provider of strategic advertising intelligence to advertising agencies, advertisers, and media properties. The company's tracking technologies collect advertising expenditure and occurrence data, as well as select creative executions, for more than 2.8 million brands across 20 media in North America. The U.S. headquarters are in New York City with sales locations in major markets throughout the United States.
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