CHART: TurnSignals

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Television took the brunt of the lost ad revenue the week of Sept. 11, but newspapers continued to suffer from the pullback of recruiting and real estate advertising. Spot TV-lacking last year's political advertising-showed a weak year-over-year comparison in third-quarter spending. TV is bound to see a bump up in the fourth quarter, thanks to extensive automobile advertising to support the automakers' 0% financing offers.

Third Quarter Ad Spending

Q3 Q3. % Jan.-Sept. %

Medium 2001 2000 change 2001 2000 change

Magazines $3.78 $4.02 -6.1% $11.85 $12.43 -4.7%

Sunday magazines 0.26 0.25 5.4% 0.83 0.81 1.8%

Local newspapers 4.20 4.52 -7.1% 12.72 13.80 -7.8%

National newspapers 0.62 0.80 -22.9% 2.17 2.77 -21.7%

Outdoor 0.61 0.60 0.5% 1.78 1.75 1.5%

Network TV 3.45 4.41 -21.7% 13.43 14.60 -8.0%

Spot TV 3.40 4.51 -24.6% 10.20 12.57 -18.8%

Syndicated TV 0.79 0.79 0% 2.41 2.33 3.4%

Cable TV networks 2.28 2.37 -4.1% 7.75 7.60 2.1%

Network radio 0.21 0.23 -7.8% 0.62 0.70 -11.0%

National spot radio 0.59 0.66 -10.9% 1.61 1.98 -18.6%

Total $20.18 $23.16 -12.9% $65.36 $71.34 -8.4%

Notes: Figures in billions of dollars. All percent changes are vs. the same period in previous year.

Source: Taylor Nelson Sofres' CMR

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