Ad expenditures decline in first nine months of this year

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New York—Total measured advertising expenditures in the first nine months of this year declined 1.7%, compared with the same period in 2007, according to data released Thursday by advertising information company TNS Media Intelligence.

Third-quarter ad spending was off 2% versus the same quarter last year, despite positive stimulus from the Summer Olympics and political elections. Other results by media segment include the following:

  • Internet display advertising continued to grow, increasing 7% in the first nine months of this year, compared with the year-earlier period. However, the growth rate has been getting smaller for five consecutive quarters, TNS said.
  • Consumer magazine ad spending was down 3.8%, with the reduction distributed across a number of categories, including apparel, direct response and pharmaceutical.
  • Local media expenditures continued to deteriorate in the wake of cutbacks from automotive, retail and telecom advertisers. Spot TV fell 2.6%, newspaper media plunged 10%, and radio was down 8.8%. Outdoor advertising was relatively unchanged.

On the plus side, ad sales on national syndicated TV shows were up 9%, and Spanish-language magazine ads were up by 4.9%.

—Christopher Hosford

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