Kantar Media: U.S. Ad Expenditures Down 12.3% In 2009

New Data, Same Old Story

Total advertising expenditures fell 12.3% in 2009 to $125.3 billion as compared to 2008, according to data released TODAY (3/17) by KANTAR MEDIA. Fourth-quarter 2009 ad spending was off 6% against the year ago period, with nearly all media improving upon their JANUARY-SEPTEMBER performance.

"The advertising recession began to ease in the final two months of 2009 and preliminary figures from the first quarter of 2010, when compared against the abyss of a year ago, indicate many sectors are experiencing growth," said SVP/Research JON SWALLEN. "Given the restraint in consumer spending, it appears marketers have more confidence right now than their customers. As we get deeper into 2010, the pace of consumer activity will be a key determinant of the strength and durability of the advertising recovery."

Internet display advertising expenditures increased 7.3% in 2009, aided by sharply higher spending from the telecom, factory auto and travel categories. The only other media type achieving full-year growth was Free Standing Inserts, up 3%.

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