Moreover, TNS MI Senior Vice President-Research Jon Swallen says the early indications from preliminary fourth-quarter data aren't looking much better.
"The updated monthly trend line on total advertising expenditures still shows no meaningful improvement through October," he stated, adding: "The slump has now passed its first anniversary, and year-on-year comparisons will become easier in the upcoming months. Going forward, the timing, strength and durability of an advertising recovery will ultimately be determined by the way consumer activity rebounds."
Among the major media, Internet display advertising continues to be among the only ones showing positive momentum. Online display ad spending expanded 7.0% during the first nine months, which along with newspaper FSIs (+3.9%) were the only media to show any increases this year.
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TNS MI said online spending was "propelled" by spending from telecommunications, travel and automotive advertisers, while FSI benefited from consumer packaged goods marketers who expanded their couponing efforts to stimulate consumer demand.
Percent Change in Measured Ad Spending: Jan-Sept 2009 vs. Jan-Sept 20081 | |
MEDIA SECTOR · Media Type (Sectors and types listed in rank order of spending) | % CHANGE
|
TELEVISION MEDIA | -12.1% |
· Network TV | -11.5% |
· Cable TV2 | -2.9% |
· Spot TV 3 | -27.5% |
· Syndication - National | -2.8% |
· Spanish Language TV4 | -10.4% |
MAGAZINE MEDIA5 | -19.7% |
· Consumer Magazines | -18.7% |
· B-to-B Magazines | -27.6% |
· Sunday Magazines | -16.4% |
· Local Magazines | -25.8% |
· Spanish Language Magazines | -24.9% |
NEWSPAPER MEDIA6 | -22.8% |
· Newspapers (Local) | -22.7% |
· National Newspapers | -24.6% |
· Spanish Language Newspapers | -18.0% |
INTERNET (display ads only) | 7.0% |
RADIO MEDIA | -22.8% |
· Local Radio7 | -23.3% |
· National Spot Radio | -27.2% |
· Network Radio | -9.1% |
OUTDOOR | -16.2% |
FSIs8 | 3.9% |
TOTAL | -14.7% |
Source: TNS Media Intelligence
1. Figures are based on the TNS Media Intelligence Stradegy™ multimedia ad expenditure database across all TNS MI measured media, including: Network TV; Spot TV (122 DMAs); Cable TV (71 networks); Syndication TV; Hispanic Network TV (4 networks); Consumer Magazines (231 publications); Sunday Magazines (7 publications); Local Magazines (22 publications); Hispanic Magazines (14 publications); Business-to-Business Magazines (278 publications); Local Newspapers (143 publications); National Newspapers (3 publications); Hispanic Newspapers (47 publications); Network Radio (5 networks); National 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 networks and 71 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.