Total advertising in the United States jumped by 5.7 percent to US$63.6 billion in the first half of 2010, compared to the same time last year, according to media research company Kantar Media, AdWeek reported yesterday. However, the newspaper industry as a whole saw a 3 percent drop to $8.6 billion.

National newspapers saw a 7.1 percent growth in ad expenditure, reaching $1.2 billion, while Spanish-language titles experienced a 4.8 percent hike to $127 million. Market Watch pointed out that nationals saw increases as a result of gains at The Wall Street Journal. Meanwhile, ad spend at local papers decreased by 4.6 percent to US$ 7.3 billion.

"The rally in ad spending that has emerged from last year's collapse continued at a steady pace through the second quarter, even as softening economic data on retail sales, spending and employment began to raise concerns about the outlook for consumer activity," said Jon Swallen Kantar Media's Senior Vice President of Research, Ad Week reported.

According to Media Post, newspaper free standing inserts (FSIs) saw a 7.6 percent augmentation, "as consumer packaged goods marketers aggressively targeted value-conscious consumers with couponing programs."

Magazines saw a collective boost of 1.6 percent to $11.5 billion, with consumer magazines and Sunday titles seeing increases of 1.5 percent (to $9.2 billion) and 13.1 percent (to $864 million), respectively. Spanish-language magazines were up by 4.8 percent to $66 million. However business-to-business titles dropped by 4.2 percent to $1.2 billion and locals by 3.5 percent to $143.5 million.

"Early figures from the third quarter indicate the advertising expansion is still maintaining its momentum and that is an encouraging sign for the industry," Swallen said, Media Post reported.

Overall TV ad expediture spiked by 10 percent to $32.3 billion, according to Ad Week. Network TV and cable networks saw increases of 7.2 and 8.8 percent, respectively. Market Watch added that the data corresponded to earnings reports from firms that broadcast and/or own cable networks, such as News Corp., Time Warner Inc., CBS Corp., NBC Universal, Cablevision Systems Corp. and Walt Disney Corp.

Radio ad expenditure went up by 6.3 percent, with national radio mounting by 16.8 percent to $891 million and local channels by 4.2 percent to $5.2 billion. Online display ads grew by 5.3 percent to $4.5 billion and outdoor ecpenditure by 2.8 percent to $1.7 billion.