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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Perubahan Belanja Iklan dari Tahun ke Tahun, berdasarkan Media
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|
Kategori Media* |
Jan-Des 2009 vs Jan-Des 2008 % Change |
|
TV Kabel Bahasa Spanyol |
32.2% |
|
TV kabel |
14.8% |
|
Kupon FSI |
11.5% |
|
Internet** |
0.1% |
|
TV Jaringan Bahasa Spanyol |
-3.9% |
|
Suplemen Minggu Nasional |
-7.2% |
|
Radio Spot |
-8.7% |
|
Radio Jaringan |
-9.7% |
|
Jaringan TV |
-9.9% |
|
Surat Kabar Lokal |
-10.4% |
|
Di luar ruangan |
-11.2% |
|
Surat Kabar Nasional |
-13.7% |
|
Spot TV 101-210 |
-14.2% |
|
TV sindikasi |
-14.7% |
|
Spot TV Top 100 |
-16.1% |
|
Majalah Nasional |
-19.3% |
|
Majalah Lokal |
-23.9% |
|
B2B |
-32.7% |
|
Suplemen Minggu Lokal |
-44.9% |
|
Total Keseluruhan |
-9.0% |
|
Sumber: 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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TV Kabel berbahasa Spanyol (+32,2%) dan TV Kabel (+14,8%) merupakan media dengan pertumbuhan tertinggi pada tahun 2009. Kupon Sisipan Berdiri Sendiri (+11,5) adalah satu-satunya media lain yang menunjukkan pertumbuhan yang signifikan dari tahun ke tahun. Internet (+0,1%) pada dasarnya tetap datar.
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TV Afrika-Amerika (bagian dari jaringan, kabel, dan sindikasi) menikmati peningkatan 13,8% dalam pengeluaran dari tahun ke tahun. TV berbahasa Spanyol (gabungan kabel dan jaringan) turun 0,4%.
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BELANJA IKLAN KATEGORI PRODUK
Pengeluaran oleh sepuluh kategori produk teratas turun 9,5% pada tahun 2009. Industri otomotif merupakan kategori teratas dengan pengeluaran lebih dari $8 miliar tahun lalu. Farmasi, Restoran Cepat Saji, dan Toserba berada di urutan berikutnya, dengan masing-masing kategori menunjukkan peningkatan dari tahun ke tahun.
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Sepuluh Kategori Produk Teratas, berdasarkan Belanja Iklan
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|
Kategori Produk |
Jan-Des 2009 |
Jan-Des 2008 (jutaan) |
% Change |
|
Automotive |
$8,039.1 |
$10,491.6 |
-23.4% |
|
Farmasi |
$4,504.6 |
$4,424.6 |
1.8% |
|
Restoran Layanan Cepat |
$4,068.5 |
$4,014.9 |
1.3% |
|
Toko Serba Ada |
$4,066.3 |
$3,956.0 |
2.8% |
|
Layanan Telepon Nirkabel |
$3,386.2 |
$3,689.8 |
-8.2% |
|
Film Gerak |
$3,368.4 |
$3,414.0 |
-1.3% |
|
Auto Dealerships – Local |
$3,227.2 |
$4,188.6 |
-23.0% |
|
Produk Tanggapan Langsung |
$2,465.8 |
$2,582.9 |
-4.5% |
|
Restoran |
$1,557.6 |
$1,615.0 |
-3.6% |
|
Toko Mebel |
$1,437.5 |
$1,553.1 |
-7.4% |
|
Total 10 Kategori Produk Teratas |
$36,121.2 |
$39,930.5 |
-9.5% |
|
Sumber: 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.
