TNS: Radio Ad Spending Down 22.8% For First 9 Months

Not As Big As Last Year

The latest TNS MEDIA INTELLIGENCE report shows advertising expenditures in the first nine months of 2009 dropping by 14.7% year-to-year, and third-quarter spending dropping 15.3%, the sixth consecutive quarter of year-over-year declines. Radio lost 22.8% for the first nine months, with local radio down 23.3%, national spot down 27.2%, and network off 9.1%. The report indicates that the drop was less severe for third quarter.

"The updated monthly trend line on total advertising expenditures still shows no meaningful improvement through OCTOBER," said SVP/Research JON SWALLEN. "The slump has now passed its first anniversary and year-on-year comparisons will become easier in the upcoming months. Going forward, the timing, strength and durability of an advertising recovery will ultimately be determined by the way consumer activity rebounds."

Only Internet display (up 7%) and free standing insert print advertising (up 3.9%). Cable TV slipped 2.9%, but network TV fell 11.5% (25.1% for the quarter) and spot TV fell 27.5%. Magazines and newspapers were off 19.7% and 22.8%, respectively.

PROCTER AND GAMBLE remained the top individual advertiser despite a 15.9% drop, vollowed by VERIZON, GM, AT&T, JOHNSON AND JOHNSON, NEWS CORP., SPRINT NEXTEL, PFIZER, TIME WARNER,and GE. A huge drop of 30.8% did not topple the automotive category from the lead among all ad categories, with telecommunications (up 0.4%) in second place.

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