Nielsen: overall ad spending declines

It isn't a large decline, but according to the latest information from The Nielsen Company, overall ad spending dropped about half of a percentage point for the first half of 2007. According to the report, there were some large gains - in categories like Internet advertising - and some large declines - in categories like newspaper advertising.

by Kristina Knight

Online advertising actually showed a nice gain for the first half of 2007, ending June with an increase in spending of more than 23%. Also increasing were national magazines (8.4%), national Sunday supplements (6.5%), outdoor (5.1%) and spot television markets (3.2%).

Outdoor ads on billboards are perhaps the most surprising of the increasing platforms.

"Outdoor ad spending continues to show strength. This traditional medium has embraced technology and is offering more and more digital and interactive advertising opportunities,” said Brian Lane, Senior Vice President of Client Strategy & Product Development for Nielsen Monitor-Plus.

On the decline were local newspapers (8%), national newspapers (5.9%) and business-to-business magazines (5.7%). Local magazines (5.2%) and local Sunday supplements (4.7%) also showed declines for the first half of the year.

Procter & Gamble, General Motors and Ford Motor Company all continued to lead in the advertiser category. Also on the list for the most advertising spending were Verizon Communications and Kraft Foods.