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%.