US Ad Spend Freefall Continues In Q3

Clearly feeling the impact of $313.2 million worth of lost ad revenue in the week following the terrorist attacks, television was a major casualty although print media also shows significant losses. On the bright side, outdoor continues to perform well as does cable TV.

“The tremendous effects of the September 11 terrorist attacks, combined with an economy that has continued to spiral downward, had a significant impact on third quarter advertising,” said David Peeler, president and CEO of CMR. “Even though the ad world may experience a slight holiday season boost in the fourth quarter, we don’t expect to see spending numbers to turn around significantly until the economy does so first.”

Ad Spending By Media, Jan – Sep 2000 vs 2001
	Jan – Sep 2000 ($ m)	Jan – Sep 2001 ($ m)	% Change
Network TV	15,279	14,058	-8.0
Magazines	12,533	11,895	-5.1
Spot TV	13,123	10,773	-17.9
Cable TV	7,679	7,843	2.1
Sunday Newspapers	8,139	7,471	-8.2
Daily Newspapers	6,269	5,892	-6.0
Syndication-National	2,326	2,406	3.4
National Newspapers	2,788	2,190	-21.5
Outdoor	1,807	1,853	2.6
National Spot Radio	1,981	1,613	-18.6
Sunday Magazines	766	792	3.4
Network Radio	699	622	-11.0
Total	73,389	67,408	-0.6
Source: CMR, December 2001