TV adspend in the US rose by 2.4% last year, with Procter and Gamble, AT&T and General Motors the biggest spenders, according to research.
The findings, from research from Kantar Media, indicate that the adspend on syndicated national segment is up 15.4%. Meanwhile, Spanish-language stations are enjoying an 8.3% surge and cable is seeing a 7.7% leap in adspend.
Less favourably, network and spot TV endured 2% and 4.5% contractions in turn.
“The contrast of resilient TV spending and waning budget allocations to other traditional media was plainly evident at the end of 2011,” Jon Swallen, SVP, research at Kantar Media Intelligence North America, said.
“Some mature digital media formats were also touched by the year-end tide of reduced spending. Whether this is an isolated occurrence or an early sign of digital dollars moving more quickly towards emerging and unmeasured digital platforms bears watching as 2012 unfolds.”
