The economic recovery may be a now-you-see-it-now-you-don’t kind of thing but marketers aren’t waiting this one out.
TV led the first-half rebound, with spot TV spending jumping 25% because of demand by auto companies, retail marketers and politicians.
Ad spending in the automotive category, which includes manufacturers and dealers, jumped 23.4% to $6 million. General Motors, Ford, Toyota and Chrysler each spent more in the first part of the year than they did in the same period last year.
Financial service companies, which curtailed spending in a big way last year, are jumping back into advertising, led by American Express, E-Trade—it advertised during the Super Bowl earlier this year—and J.P. Morgan Chase. Financial services advertising jumped 11.3% to $3.8 million.
Personal care companies, too, spent more—an increase of 11.8%— in the first half of 2010 than they did in the same period of 2009. The biggest spenders: Procter & Gamble, L’Oreal, and Johnson & Johnson.
Internet display advertising jumped 5.3%. Kantar doesn’t track spending on social networks or make grand forecasts, but eMarketer does. It has said that social network ad spending will total more than $3 billion this year.