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AD SPENDING DOWN 7.8% THROUGH SEPTEMBER

Newspapers, Radio, TV Report Losses

By Published on .

NEW YORK (AdAge.com) -- Ad spending dropped 7.8% during the first nine months of 2001, according to Taylor Nelson Sofres' CMR.

National newspapers, spot radio and spot TV were hurt the worst, down 21.5%, 18.6% and 17.9%, respectively, from last year's totals.

TV took the brunt of $313.2 million worth of ad revenue lost the week of Sept. 11, which left network TV down 8% for the first nine months.

The only media which increased spending in 2001 were syndicated TV and Sunday magazines, which were both up 3.4%, and outdoor and cable TV, which rose 2.6% and 2.1%, respectively.

Among top 10 advertisers, only AOL Time Warner and Ford Motor Co. increased their spending, up 11.9% and 5.4%, respectively; top advertiser General Motors Co. cut its spending 28.4% and No. 2 Philip Morris Cos. dropped 20.6% off its 2000 budgets.

The auto companies spending may vary in the fourth quarter, due to additional support for their zero-percent financing promotions.

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