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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Variazione da un anno all'altro della spesa pubblicitaria, per media
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|
Categoria media* |
Gennaio-dicembre 2009 vs. gennaio-dicembre 2008 Variazione % |
|
TV via cavo in lingua spagnola |
32.2% |
|
TV via cavo |
14.8% |
|
Coupon FSI |
11.5% |
|
Internet** |
0.1% |
|
Rete televisiva in lingua spagnola |
-3.9% |
|
Supplemento nazionale della domenica |
-7.2% |
|
Spot Radio |
-8.7% |
|
Rete radiofonica |
-9.7% |
|
Rete TV |
-9.9% |
|
Giornale locale |
-10.4% |
|
All'aperto |
-11.2% |
|
Giornale nazionale |
-13.7% |
|
Spot TV 101-210 |
-14.2% |
|
TV in syndication |
-14.7% |
|
Spot TV Top 100 |
-16.1% |
|
Rivista nazionale |
-19.3% |
|
Rivista locale |
-23.9% |
|
B2B |
-32.7% |
|
Supplemento domenicale locale |
-44.9% |
|
Totale generale |
-9.0% |
|
Fonte: La societร Nielsen * 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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La TV via cavo in lingua spagnola (+32,2%) e la TV via cavo (+14,8%) sono stati i mezzi di comunicazione che hanno registrato i maggiori guadagni nel 2009. L'Insert Coupon Free-Standing (+11,5) รจ stato l'unico altro mezzo a registrare una crescita significativa rispetto all'anno precedente. Internet (+0,1%) รจ rimasto sostanzialmente invariato.
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La TV afroamericana (un sottoinsieme di rete, cavo e syndication) ha registrato un aumento della spesa del 13,8% rispetto all'anno precedente. La TV in lingua spagnola (via cavo e network) รจ diminuita dello 0,4%.
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SPESA PUBBLICITARIA PER CATEGORIA DI PRODOTTO
La spesa delle prime dieci categorie di prodotti รจ diminuita del 9,5% nel 2009. L'industria automobilistica รจ stata la prima categoria con oltre 8 miliardi di dollari spesi lo scorso anno. I prodotti farmaceutici, i ristoranti a servizio rapido e i grandi magazzini sono stati i prossimi della lista, con ciascuna categoria che ha registrato un aumento rispetto all'anno precedente.
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Le dieci principali categorie di prodotti, per spesa pubblicitaria
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|
Categoria di prodotto |
Gennaio-dicembre 2009 |
Gennaio-dicembre 2008 (milioni) |
Variazione % |
|
Automotive |
$8,039.1 |
$10,491.6 |
-23.4% |
|
Farmaceutico |
$4,504.6 |
$4,424.6 |
1.8% |
|
Ristorante a servizio rapido |
$4,068.5 |
$4,014.9 |
1.3% |
|
Grandi magazzini |
$4,066.3 |
$3,956.0 |
2.8% |
|
Servizi telefonici wireless |
$3,386.2 |
$3,689.8 |
-8.2% |
|
Film in movimento |
$3,368.4 |
$3,414.0 |
-1.3% |
|
Auto Dealerships – Local |
$3,227.2 |
$4,188.6 |
-23.0% |
|
Prodotti a risposta diretta |
$2,465.8 |
$2,582.9 |
-4.5% |
|
Ristoranti |
$1,557.6 |
$1,615.0 |
-3.6% |
|
Negozi di mobili |
$1,437.5 |
$1,553.1 |
-7.4% |
|
Totale delle 10 principali categorie di prodotti |
$36,121.2 |
$39,930.5 |
-9.5% |
|
Fonte: La societร Nielsen |
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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.
