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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Variaรงรฃo anual nos gastos com publicidade, por meio de comunicaรงรฃo
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|
Categoria de mรญdia* |
Janeiro-dezembro de 2009 vs. janeiro-dezembro de 2008 Variaรงรฃo percentual |
|
TV a cabo em espanhol |
32.2% |
|
TV a cabo |
14.8% |
|
Cupom FSI |
11.5% |
|
Internet |
0.1% |
|
Rede de TV em espanhol |
-3.9% |
|
Suplemento Nacional de Domingo |
-7.2% |
|
Rรกdio Spot |
-8.7% |
|
Rรกdio em rede |
-9.7% |
|
TV aberta |
-9.9% |
|
Jornal local |
-10.4% |
|
Ao ar livre |
-11.2% |
|
Jornal Nacional |
-13.7% |
|
Spot TV 101-210 |
-14.2% |
|
TV sindicalizada |
-14.7% |
|
Spot TV Top 100 |
-16.1% |
|
Revista Nacional |
-19.3% |
|
Revista local |
-23.9% |
|
B2B |
-32.7% |
|
Suplemento dominical local |
-44.9% |
|
Total geral |
-9.0% |
|
Fonte: 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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A TV a cabo em espanhol (+32,2%) e a TV a cabo (+14,8%) destacaram-se como os meios de comunicaรงรฃo com maior crescimento em 2009. Os cupons independentes (+11,5) foram o รบnico outro meio a apresentar um crescimento significativo em relaรงรฃo ao ano anterior. A Internet (+0,1%) permaneceu essencialmente estรกvel.
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A TV afro-americana (um subconjunto de redes, TV a cabo e sindicadas) registrou um aumento de 13,8% nos gastos em relaรงรฃo ao ano anterior. A TV em espanhol (TV a cabo e redes combinadas) registrou uma queda de 0,4%.
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GASTOS COM PUBLICIDADE POR CATEGORIA DE PRODUTO
Os gastos nas dez principais categorias de produtos diminuรญram 9,5% em 2009. A indรบstria automotiva foi a categoria lรญder, com mais de US$ 8 bilhรตes gastos no ano passado. Farmacรชutica, restaurantes de serviรงo rรกpido e lojas de departamento vieram em seguida na lista, com cada categoria apresentando ganhos ano a ano.
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Dez principais categorias de produtos, por gastos com publicidade
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|
Categoria do produto |
Janeiro-dezembro de 2009 |
Janeiro-dezembro de 2008 (milhรตes) |
Variaรงรฃo percentual |
|
Automotive |
$8,039.1 |
$10,491.6 |
-23.4% |
|
Farmacรชutico |
$4,504.6 |
$4,424.6 |
1.8% |
|
Restaurante de serviรงo rรกpido |
$4,068.5 |
$4,014.9 |
1.3% |
|
Lojas de departamento |
$4,066.3 |
$3,956.0 |
2.8% |
|
Serviรงos de telefonia sem fio |
$3,386.2 |
$3,689.8 |
-8.2% |
|
Filme cinematogrรกfico |
$3,368.4 |
$3,414.0 |
-1.3% |
|
Auto Dealerships – Local |
$3,227.2 |
$4,188.6 |
-23.0% |
|
Produtos de resposta direta |
$2,465.8 |
$2,582.9 |
-4.5% |
|
Restaurantes |
$1,557.6 |
$1,615.0 |
-3.6% |
|
Lojas de Mรณveis |
$1,437.5 |
$1,553.1 |
-7.4% |
|
Total das 10 principais categorias de produtos |
$36,121.2 |
$39,930.5 |
-9.5% |
|
Fonte: 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.
