Confirming the Carnage: Nielsen reports on U.S. ad spending
By: ChristopherThis post is also available in: Spanish
It is common knowledge that advertising budgets have taken a significant hit in 2009. Even though we won’t have the final 2009 tally until well into 2010, we do have the total damage through three quarters of this year.
According to Nielsen, overall U.S. Ad Spending took an 11.5% tumble from the previous year which of course had its own issues. As with any statistic, the overall number only tells part of the story.
Yes, it was a painful year in which sixteen major advertising categories saw a decline, however there were some bright spots. In fact, there were three media advertising areas that actually have shown growth. Cable TV climbed 9.1%, FSI coupoon inserts rose 11.2% and Spanish language cable TV improved a whopping 36.7%.
Even though the improvement was in cable, the Spanish language focus is a very interesting number at a time when the buzz is starting to swirl around the upcoming census and may have some implications for the Hispanic advertising world.
Here are some of the statistics from the report by category…. witness the carnage
|
Media Category* |
1Q-3Q 2009 vs. 1Q-3Q 2008 Change |
| Spanish Language Cable TV |
36.7% |
| FSI Coupon |
11.2% |
| Cable TV |
9.0% |
| Internet** |
-0.5% |
| Spanish Language Network TV |
-4.6% |
| Spot Radio |
-9.6% |
| Network Radio |
-10.2% |
| Spot TV 101-210 DMAs |
-12.6% |
| National Sunday Supplement |
-13.6% |
| Network TV |
-13.9% |
| Local Newspaper |
-14.0% |
| Outdoor |
-15.1% |
| Syndicated TV |
-15.9% |
| Spot TV Top 100 DMAs |
-16.0% |
| National Magazine |
-21.4% |
| National Newspaper |
-21.6% |
| Local Magazine |
-25.0% |
| B-to-B Magazines |
-33.1% |
| Local Sunday Supplement |
-48.3% |
| Grand Total |
-11.5% |
|
Source: The Nielsen Company * All data from non-Internet media pulled from Nielsen’s Ad*Views database ** Internet advertising expenditures pulled from AdRelevance database and account for CPM-based, image-based advertising. These reported estimated expenditures do not account for paid search advertising, text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream (“pre-rolls”) players, messenger applications, partnership advertising, promotions and email campaigns, or house advertising activity. |
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