Nielsen: U.S. Ad Spending Down 9%
February 25, 2010 at 4:24 AM (PT)
U.S. ad spending declined 9% in 2009, according to preliminary figures released TODAY (2/25) by THE NIELSEN COMPANY. Spot Radio was down 8.7% in 2009 from the previous year, while Network Radio dropped 9.7% in the same period.
Spending fell an estimated $11.6 billion to a total of $117 billion last year. The figures continue a trend of at least six straight quarters of negative growth in the ad industry, but it’s a trend that shows evidence of slowing down. In the previous two quarters, NIELSEN reported declines of 15.4% and 11.5%.
"Fourth-quarter ad spending was down just 2% year-over-year, and that helped soften the full-year decline," said NIELSEN SVP/New Business Development TERRIE BRENNAN. "In fact, most of the top advertisers showed increased spending late in the year. These are encouraging signs for an ad market that’s still trying to stop the bleeding."
Year-to-Year Change In Ad Spending
Spanish Language Cable TV +32.2%
Cable TV +14.8%
FSI Coupon +11.5%
Spanish Language Network TV -3.9%
National Sunday Supplement -7.2%
Spot Radio -8.7%
Network Radio -9.7%
Network TV -9.9%
Local Newspaper -10.4%
National Newspaper -13.7%
Spot TV 101-210 -14.2%
Syndicated TV -14.7%
Spot TV Top 100 -16.1%
National Magazine -19.3%
Local Magazine -23.9%
Local Sunday Supplement -44.9%