Total U.S. spending on ads was virtually flat in the first quarter of 2013, with a 0.1 percent year-on-year decline, while the outlook remains subdued, according to a study from Kantar Media.
"Marketers are still being cautious and conservative with ad budgets" in the secon quarter, said Kantar's Chief Research Officer.
But one key area is missing: Internet display ads, like those Facebook and Yahoo shows. Kantar says they haven't been included this quarter due to "measurement changes," but their absence raises the question whether the areas that are suffering are doing so at the gain of Internet ad spending.
Network TV spending declined 5.2 percent thanks in part to weaker ratings and a shift in the calendar which moved certain NCAA game ad dollars out of the quarter. It's no surprise that newspapers continue to suffer: local newspaper revenue dropped 3.3 percent and national newspapers really suffered, down over 9 percent. Another big loser: network radio, down 15.2 percent.
The big winners were media targeting the growing Hispanic market. Spanish language TV saw a 13.5 percent increase in ad spending. Hispanic magazine bucked the downward trend in the magazine business, growing 12 percent. That bodes well for privately-held Univision and Telemundo, which is owned by CNBC's parent, Comcast.