CHART - TurnSignals

Published on .

It's official: Advertising spending is in decline. While the experts debate whether the economy is entering recession, marketers are acting as if it's a done deal by turning down media spending. This is the first time since 1991 that the totals have shown a third straight monthly decline. December showed a drop of 0.2% in U.S. ad spending vs. a year earlier, followed by a drop of 8.8% in January and an 8.5% drop in February. But advocates of the soft landing, take heart: Looking back at 1999, this year's monthly media spending is still about 6% higher over the two-year period.

Feb. % Jan. %

Medium 2001 change 2001 change

Magazines $1,221.1 -1.6% $915.0 2.9%

Sunday magazines 86.8 -1.9% 82.8 -4.5%

Newspapers 1,250.4 -12.3% 1,152.3 -4.5%

National newspapers 242.1 -21.4% 267.2 -11.9%

Network TV 1,409.6 0.7% 1,780.6 -7.8%

Spot TV 960.4 -22.9% 1,172.4 -15.9%

Syndicated TV 251.0 3.2% 284.8 5.4%

Cable TV networks 765.6 -2.5% 707.5 19%

Network radio 61.2 -13.6% 55.1 -29.7%

National spot radio 153.2 -18.7% 108.7 -33.4%

Total $6,401.2 -8.5% $6,526.5 -8.8%

Source: Taylor Nelson Sofres' CMR

Notes: Spending for 10 forms of traditional media. Figures in millions of dollars.

All percent changes are vs. the same month in previous year.

Total spending vs. same month in previous year:

Feb. 2001: $6.4 billion, -8.5% Jan. 2001: $6.53 billion, -8.8%

Feb. 2000: $6.99 billion, +15.5 Jan. 2000: $7.15 billion, +16.5%

Feb. 1999: $6.05 billion, +0.5% Jan. 1999: $6.14 billion, +6.6%

In this article:
Most Popular