NEW YORK, NY โ February 24, 2010 โ U.S. ad spending declined nine percent in 2009, according to preliminary figures released today by The Nielsen Company. Spending fell an estimated $11.6 billion to a total of $117 billion last year. The figures continue a trend of at least six straight quarters of negative growth in the ad industry, but it’s a trend that shows evidence of slowing down. In the previous two quarters, Nielsen reported declines of 15.4% and 11.5%.
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โFourth quarter ad spending was down just two percent year-over-year, and that helped soften the full-year decline,โ said Terrie Brennan, senior VP for new business development at The Nielsen Company. โIn fact, most of the top advertisers showed increased spending late in the year. These are encouraging signs for an ad market that’s still trying to stop the bleeding.โ
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Verรคnderung der Werbeausgaben von Jahr zu Jahr, nach Medien
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|
Medienkategorie* |
Januar-Dezember 2009 vs. Jan-Dez 2008 % Change |
|
Kabelfernsehen in spanischer Sprache |
32.2% |
|
Kabelfernsehen |
14.8% |
|
FSI-Kupon |
11.5% |
|
Internet** |
0.1% |
|
Spanischsprachiges Netzwerk TV |
-3.9% |
|
Nationale Sonntagsbeilage |
-7.2% |
|
Spot Radio |
-8.7% |
|
Netzwerk Radio |
-9.7% |
|
Netzwerk-TV |
-9.9% |
|
Lokale Tageszeitung |
-10.4% |
|
Drauรen |
-11.2% |
|
Nationale Zeitung |
-13.7% |
|
Spot TV 101-210 |
-14.2% |
|
Syndiziertes Fernsehen |
-14.7% |
|
Spot TV Top 100 |
-16.1% |
|
Nationale Zeitschrift |
-19.3% |
|
Lokales Magazin |
-23.9% |
|
B2B |
-32.7% |
|
Lokale Sonntagsbeilage |
-44.9% |
|
Gesamtbetrag |
-9.0% |
|
Quelle: The Nielsen Company * All data from non-Internet media pulled from Nielsen’s Ad*Views database ** Internet advertising expenditures pulled from AdRelevance database and account for CPM-based, image-based advertising. These reported estimated expenditures do not account for paid search advertising, text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream (“pre-rolls”) players, messenger applications, partnership advertising, promotions and email campaigns, or house advertising activity. |
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Ad spend declines are easing up even in print media, which have taken more than their share of lumps over the last few years. National Newspapers were down 13.7% last year, but it’s an improvement from the -21.6% pace that Nielsen reported through the first three quarters of 2009. Local Newspapers finished relatively strong in 2009, cutting its reported 14% decline in ad revenue through the third quarter to -10.4% by year’s end.
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Das spanischsprachige Kabelfernsehen (+32,2 %) und das Kabelfernsehen (+14,8 %) waren 2009 die Medien mit den hรถchsten Zuwachsraten. Der freistehende Insertionscoupon (+11,5) war das einzige andere Medium, das im Vergleich zum Vorjahr ein signifikantes Wachstum verzeichnete. Das Internet (+0,1%) blieb im Wesentlichen unverรคndert.
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Die Ausgaben fรผr afroamerikanisches Fernsehen (eine Untergruppe von Netzwerken, Kabel und Syndikaten) stiegen im Vergleich zum Vorjahr um 13,8 %. Das spanischsprachige Fernsehen (Kabel und Sender zusammen) ging um 0,4 % zurรผck.
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WERBEAUSGABEN FรR PRODUKTKATEGORIEN
Die Ausgaben der zehn wichtigsten Produktkategorien sind 2009 um 9,5 % zurรผckgegangen. Die Automobilindustrie war mit Ausgaben in Hรถhe von รผber 8 Mrd. USD im vergangenen Jahr die fรผhrende Kategorie. Pharmazeutische Produkte, Schnellrestaurants und Kaufhรคuser folgten auf der Liste, wobei jede Kategorie im Vergleich zum Vorjahr Zuwรคchse verzeichnete.
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Top Ten Produktkategorien, nach Werbeausgaben
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|
Produktkategorie |
Januar-Dezember 2009 |
Jan-Dez 2008 (Millionen) |
% Change |
|
Automobilindustrie |
$8,039.1 |
$10,491.6 |
-23.4% |
|
Pharmazeutische |
$4,504.6 |
$4,424.6 |
1.8% |
|
Schnellrestaurant |
$4,068.5 |
$4,014.9 |
1.3% |
|
Kaufhรคuser |
$4,066.3 |
$3,956.0 |
2.8% |
|
Drahtlose Telefondienste |
$3,386.2 |
$3,689.8 |
-8.2% |
|
Kinofilm |
$3,368.4 |
$3,414.0 |
-1.3% |
|
Auto Dealerships – Local |
$3,227.2 |
$4,188.6 |
-23.0% |
|
Direct Response Produkte |
$2,465.8 |
$2,582.9 |
-4.5% |
|
Restaurants |
$1,557.6 |
$1,615.0 |
-3.6% |
|
Mรถbelhรคuser |
$1,437.5 |
$1,553.1 |
-7.4% |
|
Die 10 wichtigsten Produktkategorien insgesamt |
$36,121.2 |
$39,930.5 |
-9.5% |
|
Quelle: The Nielsen Company |
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There was some notable activity among product categories outside the top 10. Investment Services not only saw ad spending fall 14% to $1.3 billion in 2009, but the category also had about 1000 fewer advertisers in 2009 compared to 2008. On the other hand, spending by web-based advertisers climbed 32% to $1.1 billion, paced by dramatic spending increases by Hulu and Bing.
