NY – March 2, NY – February 24, 2010 – 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%.
“Fourth quarter ad spending was down just two percent year-over-year, and that helped soften the full-year decline,” said Terrie Brennan, senior VP for new business development at The Nielsen Company. “In 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.”
Year-to-Year Change in Ad Spend, by Media
|
Catégorie de médias* |
Janvier à décembre 2009 vs. jan-déc 2008 % de variation |
|
Télévision par câble en langue espagnole |
32.2% |
|
Télévision par câble |
14.8% |
|
Coupon FSI |
11.5% |
|
Internet** |
0.1% |
|
Réseau de télévision en langue espagnole |
-3.9% |
|
Supplément national du dimanche |
-7.2% |
|
Spot Radio |
-8.7% |
|
Radio en réseau |
-9.7% |
|
Télévision en réseau |
-9.9% |
|
Journal local |
-10.4% |
|
Extérieur |
-11.2% |
|
Journal national |
-13.7% |
|
Spot TV 101-210 |
-14.2% |
|
Télévision syndiquée |
-14.7% |
|
Spot TV Top 100 |
-16.1% |
|
Magazine national |
-19.3% |
|
Magazine local |
-23.9% |
|
B2B |
-32.7% |
|
Supplément local du dimanche |
-44.9% |
|
Total général |
-9.0% |
|
Source : The Nielsen Company : 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. |
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.
La télévision câblée en langue espagnole (+32
African-American TV (a subset of network, cable, and syndicated) enjoyed a 13.8% increase in spending year-over-year. Spanish language TV (cable and network combined) fell 0.4%.
DÉPENSES PUBLICITAIRES PAR CATÉGORIE DE PRODUITS
Spending by the top ten product categories was down 9.5% in 2009. The automotive industry was the top category with over $8 billion spent last year. Pharmaceutical, Quick Service Restaurants, and Department Stores were next on the list, with each category showing year-over-year gains.
Top Ten Product Categories, by Ad Spend
|
Catégorie de produits |
Janvier à décembre 2009 |
Jan-Déc 2008 (millions) |
% de variation |
|
Automobile |
$8,039.1 |
$10,491.6 |
-23.4% |
|
Pharmaceutique |
$4,504.6 |
$4,424.6 |
1.8% |
|
Restaurant à service rapide |
$4,068.5 |
$4,014.9 |
1.3% |
|
Grands magasins |
$4,066.3 |
$3,956.0 |
2.8% |
|
Services téléphoniques sans fil |
$3,386.2 |
$3,689.8 |
-8.2% |
|
Le film |
$3,368.4 |
$3,414.0 |
-1.3% |
|
Auto Dealerships – Local |
$3,227.2 |
$4,188.6 |
-23.0% |
|
Produits de réponse directe |
$2,465.8 |
$2,582.9 |
-4.5% |
|
Restaurants |
$1,557.6 |
$1,615.0 |
-3.6% |
|
Magasins de meubles |
$1,437.5 |
$1,553.1 |
-7.4% |
|
Total des 10 premières catégories de produits |
$36,121.2 |
$39,930.5 |
-9.5% |
|
Source : The Nielsen Company : The Nielsen Company |
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.
