U.S. ad spending was down for the sixth straight quarter, despite signs that the decline is slowing, according to preliminary figures released today by The Nielsen Company. All told, advertisers spent an estimated $117 billion on U.S. media in 2009, down 9% from 2008.
Thanks in part to a relatively strong fourth quarter, the 9% decline was an improvement from the pace of ad spending reported earlier in the year. Spending was down 15.4% through the first six months of 2009 and 11.5% after the first three quarters.
"尼尔森公司负责新业务开发的高级副总裁泰莉-布伦南（Terrie Brennan）说："第四季度的广告支出同比仅下降了2%，这有助于缓解全年的降幅。尼尔森公司新业务开发高级副总裁泰莉-布伦南（Terrie Brennan）说，"事实上，大多数顶级广告主在年底都增加了支出。对于仍在努力止血的广告市场来说，这些都是令人鼓舞的迹象。"
西班牙语有线电视（+32.2%）和有线电视（+14.8%）是 2009 年增长最快的媒体。免费插入式优惠券（+11.5）是唯一一个同比大幅增长的媒体。互联网（+0.1%）基本持平。
2009 年，十大产品类别的支出下降了 9.5%。汽车行业去年的消费额超过 80 亿美元，位居第一。医药、快餐店和百货公司紧随其后，每个类别的支出都有同比增长。
| 排名 | PRODUCT CATEGORY | 2009 AD SPEND (millions) | 2008 AD SPEND (millions) | % CHANGE |
|---|---|---|---|---|
| 1 | Automotive (Factory & Dealer Assoc.) | $8,039.1 | $10,491.6 | -23.4% |
| 2 | 制药 | $4,504.6 | $4,424.6 | 1.8% |
| 3 | 快餐厅 | $4,068.5 | $4,014.9 | 1.3% |
| 4 | 百货公司 | $4,066.3 | $3,956.0 | 2.8% |
| 5 | 无线电话服务 | $3,386.2 | $3,689.8 | -8.2% |
| 6 | 电影 | $3,368.4 | $3,414.0 | -1.3% |
| 7 | Auto Dealerships – Local | $3,227.2 | $4,188.6 | -23.0% |
| 8 | 直接响应产品 | $2,465.8 | $2,582.9 | -4.5% |
| 9 | 餐厅 | $1,557.6 | $1,615.0 | -3.6% |
| 10 | 家具店 | $1,437.5 | $1,553.1 | -7.4% |
| TOP 10 TOTAL | $36,121.2 | $39,930.5 | -9.5% | |
| Source : The Nielsen Company |
Download Nielsen’s 2009 Year End Ad Spend Press Release
