ADOTAS — Total measured advertising expenditures in the opening quarter of 2009 plunged 14.2 percent versus a year ago, to $30.18 billion, according to TNS Media Intelligence.
This follows a 9.2 percent decline in Q4 2008 as the advertising recession accelerated in the new year. But, according to TNS, Internet display expenditures grew 8.2 percent as telecom, travel and local retail advertisers expanded their online marketing programs.
“The ad market declined significantly in the first quarter, overtaken by a collapsing economy which prompted consumers and marketers alike to shut their wallets and conserve,” Jon Swallen, SVP Research at TNS Media Intelligence, said in a statement. “While there are hopeful signs of general economic indicators bottoming out, the advertising sector still appears to be lagging behind. Available data from second quarter shows ad expenditures tracking on a comparable plane to recent months.”
Local media suffered most with aggregate expenditures sinking 25.4 percent in the first quarter of 2009. The rate of decline was similar across Spot TV (-27.5 percent), Local Newspapers (-25.1 percent) and Local Radio (-26.8 percent). Each of these segments was ravaged by deep spending cutbacks in core categories such as automotive, retail and local services.
For national media, combined ad spending fell 8.5 percent versus a year ago. Within this segment, performance was sharply defined along the lines of print versus television versus online.