Boosted by strong spending among automobile manufacturers, movies and wireless companies -- which combined increased expenditures by $1.69 billion -- advertising rose 3.8 percent through the third quarter, according to preliminary figures released by Nielsen Monitor-Plus, a service of Nielsen Media Research.
Eight of the 11 monitored-media reported increases, with local newspapers posting the largest gain at 9.5 percent, followed by network TV (8 percent) and network radio (7 percent). Media showing decreases were syndicated TV, which fell 8.7 percent, national newspapers, down 9.3 percent and Internet advertising, off 1 percent.
Spending among the top 10 advertising companies reached $9 billion through August, up 7.4 percent compared to last year, according to Monitor-Plus.
Procter & Gamble, the second largest advertiser so far this year, showed the greatest increase, up 24.8 percent. The increase was in part due to new product launches such as Cover Girl Aquasmooth Make-up and Swiffer Wet Jet Mops. Pfizer, the ninth largest advertiser, with the second largest budget increase, was up 21.2 percent, driven by larger ad budgets for prescription drugs Lipitor and Viagra.
Although General Motors, the No. 1 advertiser, increased its spending by 7.8 percent, Ford Motor Co. and DaimlerChrysler AG, decreased budgets by 2.3 and 10.3 percent, respectively.
Other top advertisers increasing expenditures were AOL Time Warner, the third largest advertisers, up 14.5 percent: and Pepsico, the 10th largest advertiser, up 15.7 percent.