Turn Signals

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To no one's surprise, U.S. ad spending continued to fall in July. But ominously, July's drop of 10% vs. a year ago was the biggest monthly decline since ad spending began to fall last January. Even media that have been in the plus column-such as cable and syndicated television-saw smaller percentage growth during the month, while drops for other media widened. Exceptions included network radio, which benefited from comparisons to a grim second half in 2000, and Sunday magazines, which showed an unexpected burst of ad revenue in July.

U.S. measured ad spending

Notes: Figures in millions of dollars. All percent changes are vs. the same period in previous year. Monthly totals don't include outdoor.

Source: Taylor Nelson Sofres' CMR

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