TNS: Ad Spending Down For First 6 Months Of 2007
September 11, 2007 at 12:45 PM (PT)
A new TNS MEDIA INTELLIGENCE report says that American ad expenditures slipped 0.3% year-to-year overall to $72.59 billion for the first six months of 2007, and that radio tool a 2.7% hit, dropping to $5.14 billion. Local radio fell 1.5% to $3.256 billion, national spot radio dropped 5.3% to $1.161 billion, and network radio slipped 4.4% to $462.6 million. Radio's share of the overall ad pie fell slightly from 7.3% to 7.1%.
The list of the top 10 advertisers shows some budget slashing by GM (down 25.1%), AT&T (off 12.5% from 2006's major rebranding campaign), JOHNSON AND JOHNSON (down 9.1%), TIME WARNER (down 7.9%, largely due to cuts at AOL), and DISNEY (off 2.6%), with NATIONAL AMUSEMENTS showing the largest increase (56.5%). SPRINT NEXTTEL (13.5%) and VERIZON (8.8%) also showed susbstantial increases. PROCTER AND GAMBLE remained the leading ad spender.
In ad spending by category, financial services (up 3.5%) led the pack, with telecom (off 6.3%) second. Direct response showed the largest gain, up 11.3%.