“The cautious optimism for the advertising market at the beginning of 2011 has been replaced by the statistical evidence of progressively slowing growth rates,” said Jon Swallen, senior VP-research at Kantar Media North America, in a statement. “From +4.1% in the first quarter, to +2.8% in the second quarter and now a barely palpable +0.4% for the July to September period.”
Internet media, which includes paid search and display advertising, was up 2.8% for the first nine months of the year, but Internet media spending was down 2.9% in the period from July through September, according to Kantar. This decline was led by a drop in paid search spending, which fell 14.4%.
Ad spending in b-to-b magazines has increased 1.1% for the first three quarters of the year. For the July through September period, ad spending in b-to-b magazines increased just 0.8%.