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RSSNielsen reported that advertising slipped 0.1%. The biggest media-category gainer was the Internet, at 15.9%. National magazines were 7.7% higher, and Sunday national newspaper supplements were 6.0% improved. Outdoor media continued its winning ways--up 5.7%. National cable networks climbed 1.2%.
On the losing end, newspapers again took it on the chin--with local newspapers down 7.4%, and national newspapers off 5.2%. Spot TV advertising--hit by its typical non-Olympics, non-political year--was down 5.0% in the top 100 markets. Network advertising was off 2.5%.
The nation's top 10 U.S. advertisers sank on average 6.3% to $30.5 billion in the first half of 2007, versus the same period of a year ago. The second-biggest spender, General Motors, had the worst outcome--dropping 22.2% to $1.3 billion in ad spending.
Other big losers: Chrysler/Jeep brands were down 11.3% to $865 million; Johnson & Johnson dropped 10.8% to $1 billion.
Of the top 10 advertisers, only two showed improvement--but only slightly. The biggest U.S. advertiser, Procter & Gamble, inched up 1.3% to $2.6 billion. The ninth-biggest advertiser, Kraft, grew 1.0% to $878 million.
|
Media Category |
First Three Quarters 2006 vs. First Three Quarters 2007 % Change |
|
Internet* |
15.9% |
|
National Magazines |
7.7% |
|
Nat'l Sunday Supplements |
6.0% |
|
Outdoor |
5.7% |
|
National Cable TV |
1.2% |
|
Spanish-Language TV |
0.5% |
|
Spot TV Markets 101-210 |
-0.4% |
|
Network Radio |
-1.7% |
|
Spot Radio |
-1.8% |
|
Local Sunday Supplements |
-2.0% |
|
Network TV |
-2.5% |
|
B2B Magazines |
-3.7% |
|
Local Magazines |
-4.6% |
|
Spot TV 1-100 |
-5.0% |
|
National Newspaper |
-5.2% |
|
Local Newspaper |
-7.4% |
|
Total Advertising Spending |
-0.1 % |
|
Source: Nielsen Monitor-Plus * Internet data provided by Nielsen Online, AdRelevance |
|
|
Top 10 Parent Companies |
Jan - Sept 2006 (mil) |
Jan – Sept 2007 (mil) |
% Change |
|
Procter & Gamble Co. |
$2,585 |
$2,620 |
1.3% |
|
General Motors Corp. |
$1,754 |
$1,364 |
-22.2% |
|
AT&T Inc. |
$1,411 |
$1,348 |
-4.4% |
|
Ford Motor Co. |
$1,260 |
$1,205 |
-4.3% |
|
Verizon Communications Inc. |
$1,019 |
$1,013 |
-0.6% |
|
Johnson & Johnson |
$1,126 |
$1,004 |
-10.8% |
|
Time Warner Inc. |
$1,044 |
$987 |
-5.4% |
|
Toyota Motor Corp. |
$975 |
$910 |
-6.6% |
|
Kraft Foods Inc. |
$869 |
$878 |
1.0% |
|
Cerberus Cptl Mgt (Chrysler)* *Chrysler, Dodge, GMAC, Jeep brands |
$975 |
$865 |
-11.3% |
|
Source: Nielsen Monitor-Plus |
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