Nielsen: U.S. ad spending down 9% in 2009

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New York—U.S. ad spending totaled $117.0 billion last year, down 9.0% from 2008, according to a new report from Nielsen Co.

Fourth-quarter ad spending declined 2.0% from the same period in 2008, reflecting a slowing of the decline, Nielsen reported.

“Most of the top advertisers showed increased spending late in the year,” said Terrie Brennan, senior VP-new business development at Nielsen. “These are encouraging signs for an ad market that’s still trying to stop the bleeding.”

Categories showing increases last year were Spanish-language cable TV (up 32.2%), cable TV (14.8%), free-standing-insert coupons (11.5%) and Internet display advertising (0.1%).

Those hardest-hit were local Sunday supplements (down 44.9%), b-to-b magazines (down 32.7%), national magazines (down 19.3%), national newspapers (down 13.7%) and network TV (down 9.9%).

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