Report: Ad Spending Down 1.7% This Year
ADOTAS – Despite an influx of cash from the Olympics and the election, ad spending still declined by 1.7% for the first nine months of this year, TNS Media Intelligence reports. And ad spending during the third quarter of 2008 was off 2.0 percent versus last year.“Media ad spending, which began tiptoeing into negative territory in early 2007, has crossed an inflection point in the past six month as the economic downturn has become more widespread,” said Jon Swallen, SVP Research at TNS Media Intelligence. “Preliminary data from the fourth quarter indicate a further slackening of the overall advertising market. Consumer spending levels, which drive the corporate profits that in turn fund marketing budgets, remain a serious concern and will have a strong influence on the depth and duration of the current difficulties facing advertising.”
Among TNS’ findings:
For the nine month period, Internet display advertising expenditures increased 7.0 percent as marketers continued to expand their online investments. However, growth rates have been getting smaller for five consecutive quarters.
The Summer Olympics boosted third-quarter Network TV ad spending and turned a six-month loss into a nine month gain with year-to-date expenditures up 3.0 percent. Cable TV (+3.7 percent) was aided by limited exposure to the early-year TV writer’s strike and successful summer programming. Syndication TV (+9.0 percent) benefited from more hours of programming.
Consumer magazine ad spending was down 3.8 percent with the reduction broadly distributed across a number of key categories including apparel, direct response and pharmaceutical.
Local media expenditures continue to deteriorate in the wake of cutbacks from automotive, retail and telecom advertisers. Spot TV fell 2.6 percent, despite record-setting levels of political spending. Expenditures plunged by 10.0 percent in Newspaper media and by 8.8 percent in Radio media. Outdoor advertising, after six years of uninterrupted growth, fell into the red during the third quarter and finished the nine-month period with a loss of 0.5 percent.
Overall, local media ad spending was down 6.7 percent through September while national media eked out a small increase of 0.9 percent.
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