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US adspend fell 12.3% in 2009

US adspend fell 12.3% in 2009

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US adspend fell 12.3% year on year in 2009 to $125.3 billion, according to the latest data from Kantar Media.

Internet display advertising expenditure was up 7.3% last year, boosted by growth in the telecom, factory auto and travel categories. Earlier this month, Outsell Inc forecast that US online advertising spending will overtake print for the first time in 2010.

Print media were hit by large reductions across a broad range of advertisers, said Kantar, with measured ad spending in the newspaper sector down 19.7% last year.

Percent Change in Measured Ad Spending1
MEDIA SECTOR Full Year 4th Quarter
— Media Type 2009 vs 2008 2009 vs 2008
(Sectors and types listed in rank order of spending)
TELEVISION MEDIA -9.50% -2.40%
— Network TV -7.60% 4.10%
— Cable TV2 -1.40% 2.70%
— Spot TV3 -23.70% -13.90%
— Spanish Language TV4 -8.90% -4.70%
— Syndication – National -4.90% -10.70%
MAGAZINE MEDIA5 -17.40% -11.50%
— Consumer Magazines -16.60% -11.10%
— B-to-B Magazines -26.20% -22.70%
— Sunday Magazines -11.00% 3.60%
— Local Magazines -27.70% -18.20%
— Spanish Language Magazines -21.60% -12.80%
NEWSPAPER MEDIA6 -19.70% -8.90%
— Newspapers (Local) -20.00% -10.30%
— National Newspapers -17.80% 0.40%
— Spanish Language Newspapers -16.40% -10.70%
INTERNET (display ads only) 7.30% -2.10%
RADIO MEDIA -20.30% -12.50%
— Local Radio7 -20.60% -11.70%
— National Spot Radio -24.60% -16.90%
— Network Radio -8.70% -7.90%
OUTDOOR -13.20% -5.40%
FSIs8 3.00% 0.00%
TOTAL9 -12.30% -6.00%
Source: Kantar Media
1. Figures are based on the Kantar Media Stradegy™ multimedia ad expenditure database across all measured media, including: Network TV (6 networks); Spot TV (123 DMAs); Cable TV (71 networks); Syndication TV; Hispanic Network TV (4 networks); Consumer Magazines (231 publications);,Sunday Magazines (7 publications); Local Magazines (19 publications); Hispanic Magazines (14 publications); Business-to-Business Magazines (260 publications); Local Newspapers (147 publications); National Newspapers (3 publications); Hispanic Newspapers (47 publications); Network Radio (5 networks); Spot Radio; Local Radio (32 markets); Internet; and Outdoor. Figures do not include public service announcement (PSA) data. 2. Cable TV figures do not include Hispanic cable networks. 3. Spot TV figures do not include Hispanic stations. 4. Spanish Language TV includes 4 Hispanic broadcast networks, 4 Hispanic cable network and 70 local Hispanic TV stations. 5. Magazine media includes Publishers Information Bureau (PIB) data and reflect print editions of publications. 6. Newspaper media figures reflect print editions of publications. 7. Local Radio includes expenditures for 32 markets in the U.S. 8. FSI data represents distribution costs only.

Jon Swallen, SVP research at Kantar Media, said: “The advertising recession began to ease in the final two months of 2009 and preliminary figures from the first quarter of 2010, when compared against the abyss of a year ago, indicate many sectors are experiencing growth.

“Given the restraint in consumer spending, it appears marketers have more confidence right now than their customers. As we get deeper into 2010, the pace of consumer activity will be a key determinant of the strength and durability of the advertising recovery.”

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