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Restaurant Ad Spending Rises 4% in 2012

Once again the restaurant industry’s spending for advertising has outpaced the average for all U.S. business. According to data from Kantar Media, restaurants spent $6.185 billion on advertising in 2012, a 4% increase from the $5.912 billion spent the previous year. Total ad advertising for all categories rose just 3% to $87.502 billion in 2012, up from $84.916 in 2011. That means restaurants accounted for about 7.1% of the U.S. total, essentially flat with its share for 2011. Retail was the largest ad spender in 2012, increasing spending 3% to $16.345 billion.

A similar scenario had played out for 2011, when restaurant ad spending rose 4.4% while overall U.S. ad spending increased 3.3%. In 2010, however, the restaurant category upped ad spending just 2.3%, far below the overall increase of 6.5%.

Total ad advertising for all categories rose 3% to $87.502 billion in 2012, compared with $84.916 in 2011. That means restaurants accounted for about 7.1% of the U.S. total, essentially flat with its share for 2011. Retail was the largest ad spender in 2012, increasing  spending 3% to $16.345 billion.

Kantar reports that the Top 100 advertisers increased their spending by 3% while those ranked from 101 to 250 pushed up their ad spending by 7%. Mid-size advertisers ranked from 251 to 1,000 upped spending by 5%.

Media channels showing the greatest gains in 2012 were Spanish-language TV (up 15% for the year) and spot TV (+10%). Declining most was national newspaper spending (-12%). Internet advertising (display ads only) also was down, off 3% for the year.

 

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