U.S. measured ad spending in May declined 0.3 percent from a year earlier - the first comparable-period decline since May 2002, writes AdAge, citing data from TNS Media Intelligence. Internet advertising rose 18.6 percent in May, compared with a year earlier; and Spanish-language TV network ad spend jumped 17 percent.

Measured spending numbers are estimates, and TNS's internet numbers also exclude paid search - a huge piece. The overall forecast is for moderate ad spend growth this year.

Ad spending had risen year-on-year every month since May 2002 (except in August 2005, because Olympics spending boosted August 2004 figures).