Online advertising on the rise?

TNS-MI ad spending Q1 2009

New research shows online advertising in the United States grew in the first quarter of 2009 by 8.2 per cent, apparently contradicting other research that shows online advertising declined by 3.4 per cent in the same period.

Writing at MediaPost, Joe Mandese suggests that different definitions and methodologies explain why the TNS MI results (in the table above) are more upbeat about online than those reported a day earlier by Nielsen.

Nielsen says its internet ad expenditure data accounts for, “CPM-based, image-based advertising,” and do not account for, “paid search advertising, text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream (“pre-rolls”) players, messenger applications, partnership advertising, promotions and email campaigns, or house advertising activity.”

That leaves out an awful lot, including some of the most rapidly growing areas of online advertising.

Mandese quotes TNS MI as saying online is the only major advertising segment to grow in Q1, while the overall media spend fell 14.2 per cent.