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BizReport : Research : June 10, 2009

Nielsen: Ad spending drops across all categories

Internet ad expenditure in the US dropped in the first quarter of this year, according to new data released by the Nielsen Co. While the Internet fared better than most, it wasn't the category with the smallest decline.

by Helen Leggatt

A drop in ad spending was witnessed across all categories tracked by the Nielsen Co. Year-on-year saw an overall decline of 12% or $8.3 billion in hard cash.

The biggest drop (37.7%) was experienced by the local Sunday supplements category followed by B2B magazines (down 29.9%), spot TV (down $28.9%) national newspapers (down 27.7%) and national Sunday supplements (down 25.9%).

However, the Internet didn't come out unscathed and also didn't witness the smallest drop. The Spanish-language cable TV category was least affected with spending falling just 1.1% YoY and cable TV 2.7%. Internet spending, however, dropped 3.4%.

"These first quarter results will hardly come as a surprise to an advertising industry that's struggling just like many other areas of the American economy," said Annie Touliatos, vice president-sales development for Nielsen's Monitor-Plus unit.

"Now more than ever, it's important for buyers and sellers to adjust to the changing competitive landscape by carefully analyzing the wide range of advertising intelligence that Nielsen can offer."

Tags: ad expenditure, ad spending, newspapers, Nielsen, spanish-language cable TV, supplements

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