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BtoB

Ad spending declines 15.4% in first half; b-to-b down 31.8%

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New York—Advertising spending in the U.S. plunged to $56.9 billion in the first half, a decline of 15.4% compared with the same period last year, according to data released Tuesday by Nielsen Co.

Cable TV, which saw a modest increase of 1.5%, was the only medium to show growth in the first half. B-to-b magazine ad spending dropped 31.8%.

Also dropping were national newspaper advertising (25.4%) and magazines (21.2%). Mobile phone advertising showed the most robust gains among product categories, with ad spending jumping 104% in the first half.

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