Martina Hund-Mejean
Don, we''ve been stating this pretty steady for the entire year as well as from our long-term performance objective point of view that we do believe that every year, we''ll be targeting price increases in the neighborhood of 200 basis points. I don''t think at this point in time we''re prepared to say anything differently.
Donald Fandetti - Citigroup
Okay. Thank you.
Operator
Your next question comes from the line of Craig Maurer with CLSA. Please proceed.
Craig Maurer - CLSA
Yes, good morning. Bob, I was hoping you could provide some commentary on what you see in the advertising environment, as the spend was quite a bit lower than what I was looking for in the quarter? Thanks.
Robert Selander
Well, I don''t think there''s any startling thing here. We had indicated that we would be spending a lot more in the second half of the year during our second quarter conference call. From the standpoint of the allocation and timing of the spending, what caught us a little bit by surprise was the rate in the third quarter and we fully expect to spend what we''d anticipated would happen in the third and fourth in combination, across the two quarters, which is why Martina, in order to help provide you with a little more specificity, indicated that we''re anticipating the fourth quarter will be approximately 20% above what we saw last year.
As economies around the world are beginning to show some positive signs, we''re trying to step in and take advantage of some of those opportunities and it clearly varies from one part of the world to another, but as we move into what is a larger seasonally spending season, we''re trying to make sure we''re well positioned in working with our customers and in supporting our brand in various promotions built around various sponsorship and other activities to lever what we see is a beginning to improve global economy.
Craig Maurer - CLSA
When you say you were surprised by the rate, do you mean the rate of MasterCard spending or the rates that you were seeing to, you know, on a spot basis?
Robert Selander
Well, let me put it this way. Spot advertising rates are varying. Again, some are up in some markets, others are down in other markets, from one part of the world. What we are seeing I think is that is beginning to recover as others also begin to step up, but my reference, I think, was specific to MasterCard in the context to your question, Craig.
Craig Maurer - CLSA
Okay. Thanks, Bob.
Operator
Your next question comes from the line of Moshe Katri with Cowen & Co. Please proceed.
Moshe Katri - Cowen & Co.
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