Ad spending in the U.S. media measured by TNS Media Intelligence declined 14.7% during the first nine months of 2009, and the most recent data -- a 15.3% decline during the third quarter -- suggests
that Madison Avenue has yet to pull itself out of recession. According to TNS MI's estimates, the third quarter of 2009 marks the sixth consecutive quarter of year-over-year ad spending declines.
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.