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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Zmiana rok do roku w wydatkach na reklamฤ wedลug mediรณw
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|
Kategoria mediรณw* |
styczeล-grudzieล 2009 vs. styczeล-grudzieล 2008 % Change |
|
Telewizja kablowa w jฤzyku hiszpaลskim |
32.2% |
|
Telewizja kablowa |
14.8% |
|
Kupon FSI |
11.5% |
|
Internet** |
0.1% |
|
Telewizja hiszpaลskojฤzyczna |
-3.9% |
|
Krajowy dodatek niedzielny |
-7.2% |
|
Spot Radio |
-8.7% |
|
Radio sieciowe |
-9.7% |
|
Telewizja sieciowa |
-9.9% |
|
Gazeta lokalna |
-10.4% |
|
Na zewnฤ trz |
-11.2% |
|
Gazeta krajowa |
-13.7% |
|
Spot TV 101-210 |
-14.2% |
|
Syndykowana telewizja |
-14.7% |
|
Spot TV Top 100 |
-16.1% |
|
Magazyn krajowy |
-19.3% |
|
Magazyn lokalny |
-23.9% |
|
B2B |
-32.7% |
|
Lokalny dodatek niedzielny |
-44.9% |
|
ลฤ cznie |
-9.0% |
|
ลนrรณdลo: 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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Hiszpaลskojฤzyczna telewizja kablowa (+32,2%) i telewizja kablowa (+14,8%) wyrรณลผniaลy siฤ jako najbardziej zyskowne media w 2009 roku. Wolnostojฤ cy kupon insertowy (+11,5) byล jedynym medium, ktรณre wykazaลo znaczฤ cy wzrost rok do roku. Internet (+0,1%) pozostaล zasadniczo bez zmian.
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Afroamerykaลska telewizja (podzbiรณr sieci, telewizji kablowych i konsorcjalnych) odnotowaลa wzrost wydatkรณw o 13,8% rok do roku. Telewizja hiszpaลskojฤzyczna (kablowa i sieciowa ลฤ cznie) spadลa o 0,4%.
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WYDATKI NA REKLAMฤ KATEGORII PRODUKTรW
Wydatki w dziesiฤciu najwaลผniejszych kategoriach produktรณw spadลy o 9,5% w 2009 roku. Przemysล motoryzacyjny byล najwaลผniejszฤ kategoriฤ , w ktรณrej wydano w ubiegลym roku ponad 8 miliardรณw dolarรณw. Na kolejnych miejscach znalazลy siฤ farmaceutyka, restauracje szybkiej obsลugi i domy towarowe, przy czym w kaลผdej z tych kategorii odnotowano wzrost w ujฤciu rocznym.
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Dziesiฤฤ najpopularniejszych kategorii produktรณw wedลug wydatkรณw na reklamฤ
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|
Kategoria produktu |
styczeล-grudzieล 2009 |
styczeล-grudzieล 2008 (w mln) |
% Change |
|
Motoryzacja |
$8,039.1 |
$10,491.6 |
-23.4% |
|
Farmaceutyczny |
$4,504.6 |
$4,424.6 |
1.8% |
|
Restauracja szybkiej obsลugi |
$4,068.5 |
$4,014.9 |
1.3% |
|
Domy towarowe |
$4,066.3 |
$3,956.0 |
2.8% |
|
Usลugi telefonii bezprzewodowej |
$3,386.2 |
$3,689.8 |
-8.2% |
|
Film |
$3,368.4 |
$3,414.0 |
-1.3% |
|
Auto Dealerships – Local |
$3,227.2 |
$4,188.6 |
-23.0% |
|
Produkty Direct Response |
$2,465.8 |
$2,582.9 |
-4.5% |
|
Restauracje |
$1,557.6 |
$1,615.0 |
-3.6% |
|
Sklepy meblowe |
$1,437.5 |
$1,553.1 |
-7.4% |
|
ลฤ cznie 10 najlepszych kategorii produktรณw |
$36,121.2 |
$39,930.5 |
-9.5% |
|
ลนrรณdลo: 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.
