Radio as a category was the hardest hit (down 26.2%), followed by newspapers (down 25.5%), magazines (down 20.5%), outdoor (down 14.6%), television (down 9.7%) and Internet (down 8.2%).
Within magazines, b-to-b magazines were down 25.5%, local magazines were down 25.3%, Sunday magazines were down 23.7%, and consumer magazines were down 19.2%.
“The ad market declined significantly in the first quarter, overtaken by a collapsing economy, which prompted consumers and marketers alike to shut their wallets and conserve,” said Jon Swallen, senior VP-research at TNS. “While there are hopeful signs of general economic indicators bottoming out, the advertising sector still appears to be lagging behind. Available data from second-quarter shows ad expenditures tracking on a comparable plane to recent months.”