Media ad spending drops 0.2% in first half

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New York--Ad spending for all media fell 0.2% in the first half of 2002, compared with a year earlier, according to the latest data from CMR, a Taylor Nelson Sofres company.

Ad spending for the first half of 2002 totaled $53.7 billion, compared with $53.8 billion a year earlier.

Earlier this summer at the AdWatch: Outlook 2002 conference hosted by CMR/TNS, Advertising Age and UBS Warburg, CMR/TNS estimated that the first-half ad spending would be down 0.4%.

B-to-b magazines, with a drop-off of 20.8% between the first half of 2001 and the first half of this year, were by far the hardest-hit medium.

Cable TV, another medium that relies heavily on b-to-b marketing dollars, saw its revenues decline 9.7% in the first half of 2002, compared with the same period last year.

--Sean Callahan

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