The top 100 US advertisers increased ad spending only 3.1 percent in 2006, reaching a total of $104.8 billion - still a record, but most growth came from unmeasured media, according to AdAge's 52nd annual "100 Leading National Advertisers (LNA)" report, reports MarketingCharts.

According to the AdAge report:

• Measured media spending grew a mere 0.6 percent.
• The 100 LNA accounted for 41 percent of U.S. measured spending, including 67 percent of network TV and 34 percent of measured Internet advertising.
• Measure media - such as TV, print and some Internet advertising - accounted for 58.2 percent of top marketers' US ad spend, down from 59.6 percent in 2005. (Unmeasured refers mainly to direct marketing, sales promotion and digital communications, including paid search).
• No. 1 advertiser Procter & Gamble increased its unmeasured US spending 15 percent, compared with 3.9 percent increase for measured media spending, which in Q1 2007 was cut 8.6 percent, according to TNS Media Intelligence.
• Similarly, Omnicom Group, the world's largest agency holding company, generated 57 percent of its revenue in Q1 from marketing services rather than traditional advertising and media.

Some more data from the report available at MarketingCharts.