Advertising spending dropped slightly for the first nine months of the year, according to Nielsen Co.
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.
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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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