January 25, 2023
Nielsen: Ad Spend Drops For Most of '07, Net Rises
- by Wayne Friedman , December 21, 2007
Nielsen 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.
advertisement
advertisement
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 |
|
|
|
