CHART - TurnSignals

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The first quarter was devastating for some media, particularly newspapers and radio, which saw sharp double-digit drops in advertising revenue vs. a year ago. Improvements in cable TV and syndicated TV during March helped stem the downturn's momentum. First-quarter spending fell 6.7% overall for 11 forms of traditional media. Several media companies warn second-quarter totals will be as bad-or worse.

Medium March. March. % Q1 Q1 %

2001 2000 change 2001 2000 change

Magazines $1,432.8 $1,445.8 -0.9% $3,584.9 $3,576 0.2%

Sunday magazines 98.55 95.77 2.9% 268.76 270.83 -0.8%

Newspapers 1,390 1,585.2 -12.3% 3,873.4 4,453.2 -13%

National newspapers 280.05 352.21 -20.5% 791.97 963.51 -17.8%

Outdoor 181.45 188.78 -3.9% 516.73 527.44 -2%

Network TV 1,779.2 1,752.8 1.5% 4,969.4 5,083.97 -2.3%

Spot TV 1,154.1 1,338.2 -14.4% 3,303.5 3,978.2 -17%

Syndicated TV 275.12 253.1 8.7% 811.04 766.61 5.8%

Cable TV networks 965.58 897.02 7.6% 2,439.3 2,276.7 7.1%

Network radio 65.84 74.36 -11.5% 182.18 223.46 -18.5%

National spot radio 168.66 218.33 -22.7% 431.05 569.95 -24.4%

Total $7,782.3 $8,201.6 -5.1% $21,172.1 $22,689.9 -6.7%

Notes: Figures in millions of dollars. All percent changes are vs. same period in

previous year. Source: Taylor Nelson Sofres' CMR AdSpender.

With the spending slowdown, ad agency employment data are beginning to show the effects of the slump-and the layoffs that come with it. U.S. agency employment peaked in December 2000 at 199,100.

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