US business-to-business (B2B) advertising spend decreased by 9% in October, whilst advertising page volumes decreased by 10.6%, according to the latest figures from American Business Media (ABM).
This is an improvement in the rate of decline, with overall growth this year standing at -16.7%; pages are down by 16.9% in the calendar year.
“In spite of continued weakness in the telecommunications sector, the rate of decline in year-to-date ad spending and pages is still moving in the right direction,” says Gordon Hughes, CEO of ABM. “As of September, spending was down 17.4%. The October data shows spending down by 16.7%. We remain cautiously optimistic that this trend will continue in the remainder of the fourth quarter.”
| US Business To Business Adspend By Sector, October 2002 |
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October |
Year To October |
| |
Revenue ($ million) |
Year On Year Change |
Revenue ($ million) |
Year On Year Change |
| Finance, Business & Advertising |
121,744 |
-17.5% |
1,055,440 |
-24.6% |
| Telecommunications |
16,297 |
-40.3% |
159,827 |
-44.8% |
| Computers |
46,080 |
-18.8% |
418,555 |
-22.4% |
| Software |
58,287 |
-19.3% |
564,503 |
-20.1% |
| Manufacturing & Elec. Equip.,Mat’s & Components |
58,209 |
-6.8% |
513,930 |
-19.9% |
| Drugs & Toiletries/PERQ |
79,732 |
10.8% |
745,100 |
2.0% |
| Horticulture & Farming |
11,544 |
1.2% |
125,969 |
-21.8% |
| Services, Direct Response, Classified |
120,271 |
-6.9% |
1,036,337 |
-17.0% |
| Retail |
48,242 |
-5.4% |
397,007 |
-9.1% |
| Home & Building |
50,531 |
4.2% |
426,914 |
-3.2% |
| Automotive |
27,858 |
-8.8% |
228,033 |
-6.3% |
| Travel |
40,816 |
9.0% |
323,426 |
-10.5% |
| Total |
679,610 |
-9.0% |
5,995,040 |
-16.7% |
| Source: American Business Media, December 2002 |
