TNS: Q4, '08 Radio Revenues Off By Double Digits
May 5, 2009 at 5:43 AM (PT)
The latest TNS MEDIA INTELLIGENCE report on ad spending in AMERICA showed fourth-quarter radio ad spending falling 14.8% and full year spending off 10.3%. The declines were only eclipsed by the newspaper sector's 16.5% quarterly and 11.8% yearly drop. Magazines fell 13.9% for the quarter and 7.5% for the year, while outdoor slipped 11.2% for the quarter and 1.7% for the year and TV dropped 5.1% for the quarter and rose 0.1% for the year. Internet spending rose 7% for the quarter and 4.6% for the year.
Local radio showed a 17.1% drop for the quarter and 11.1% for the year. National spot radio was off 11.6% for the quarter and 11.2% for the year. Network radio dropped 3.2% for the quarter and 2.7% for the year.
The study also showed PROCTER AND GAMBLE remaining the leading advertiser in 2008, spending 7% less ($3.178 billion), followed by VERIZON, GM, AT&T, NEWS CORP., JOHNSON AND JOHNSON, TIME WARNER, DISNEY, GE and TOYOTA. Automotive was still the largest advertising category by a wide margin despite a steep 15.4% drop, followed by financial services, local services, telecom and miscellaneous retail.