Fourth-quarter ad spending declined 2.0% from the same period in 2008, reflecting a slowing of the decline, Nielsen reported.
“Most of the top advertisers showed increased spending late in the year,” said Terrie Brennan, senior VP-new business development at Nielsen. “These are encouraging signs for an ad market that’s still trying to stop the bleeding.”
Categories showing increases last year were Spanish-language cable TV (up 32.2%), cable TV (14.8%), free-standing-insert coupons (11.5%) and Internet display advertising (0.1%).
Those hardest-hit were local Sunday supplements (down 44.9%), b-to-b magazines (down 32.7%), national magazines (down 19.3%), national newspapers (down 13.7%) and network TV (down 9.9%).