The Voice of Online Marketing | MEDIA KIT | NEWS TIPS
The latest practical news and developments at the intersection of search, email,
social media, mobile marketing, web analytics, online advertising, ecommerce and more.
Marketing News on Twitter Interactive marketing RSS newsfeed
Advertisement
Advertisement
MARKETING JOBS

Ad Spend Slides Steeply, down 9.2% in Q4: TNS

4Q08 saw US ad spend fall steeply, down 9.2% from the year-earlier period, according to TNS Media Intelligence (via MediaBuyerPlanner).

That's twice the 4.1% drop for the year as a whole. TNS said spend shall continue to fall steeply in 2009. Total spending for the year was $141.7 billion.

Auto advertisers sliced spending by 15% to $2.3 billion last year, while the country's largest advertiser, Procter & Gamble, hacked spending 7%, to $3.2 billion. Of the 12 categories tracked by TNS, all but three were down: restaurant, food & candy and local services.

Spending for financial services stayed mostly flat, down 0.3% for the year.

Newspapers fell 11.8% for the year and a numbing 16.5% for the quarter, while radio slipped 10.3% for the year and 14.8% for the quarter. Magazines were down 7.5% for the year and 13.9% for the quarter (via Media Life).

The internet saw spending jump 4.6% for the year and 7% for the fourth quarter. Free-standing inserts were also up, 5% in the fourth quarter and 1.8% for the year.

Ad spending for 2009 is predicted to be down anywhere from 8.3% (Zenith Optimedia) to 9% (JP Morgan) to 9.8% (Carat).

Search

Related Topics

Advertisement
Related stories:

Subscribe to MarketingVOX|News

Latest interactive marketing news Latest media planning news & facts Latest marketing data & research