Ad spending worse than expected in 2001

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New York--Ad spending in 2001 declined 9.8% from 2000, according to CMR, which had earlier forecast a 9.4% decline.

Total ad spending across all media in 2001 was $94.3 billion, compared with $104.5 billion in 2000.

National newspapers had the sharpest decline, with ad spending down 23% from 2000, followed by national spot radio, which had a 20% decline.

Magazine ad spending fell 7.7%. Network TV ad spending was down 8.1%, and spot TV fell by 18.2%. The only category that saw growth was cable TV, with an increase of 1% over 2000.

CMR pointed to the economic downturn, budget cuts, agency consolidations and cuts in TV spending immediately following Sept. 11 as factors that led to the declines.

--Kate Maddox

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