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U.S. Measured Media Spending Forecast

Online Media Daily reports that online's share of U.S. measured media spending is poised to grow to 12 percent in 2006 -- up from just 10 percent a year ago, projects Madison Avenue's leading source for ad tracking data.

TNS Media Intelligence released a mid-year update of its annual advertising outlook, and revised spending estimates for most media downward, but nudged the Internet's ad outlook up considerably from earlier in the year.

TNS, which officially tracks only online display advertising, said such ad spending now is expected to rise 13 percent for full-year 2006 -- up nearly four percentage points from its January forecast of 9.1 percent -- marking the greatest upward revision of any medium over the six-month period.

Steven Fredericks, president-CEO of TNS MI, said the company's initial estimates were far too conservative for online ad spending, and that much of the revision comes from an acceleration in the migration of traditional media ad budgets online.

Although it does not officially calculate other forms of online ad spending, including search, Fredericks said that TNS MI estimated total Internet ad spending would reach $20 billion by year-end, or about 12 percent of a $161 billion 2006 measured media ad pie when search is factored in.

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