NEW YORK, NY – February 24, 2010 – 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%.
“Fourth quarter ad spending was down just two percent year-over-year, and that helped soften the full-year decline,” said Terrie Brennan, senior VP for new business development at The Nielsen Company. “In 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.”
按媒体划分的广告支出同比变化情况
|
媒体类别* |
2009 年 1 月至 12 月 与 2008 年 1 月至 12 月相比 变化百分比 |
|
西班牙语有线电视 |
32.2% |
|
有线电视 |
14.8% |
|
FSI 优惠券 |
11.5% |
|
互联网** |
0.1% |
|
西班牙语网络电视 |
-3.9% |
|
全国周日副刊 |
-7.2% |
|
现场广播 |
-8.7% |
|
网络广播 |
-9.7% |
|
网络电视 |
-9.9% |
|
当地报纸 |
-10.4% |
|
户外 |
-11.2% |
|
全国性报纸 |
-13.7% |
|
点播电视 101-210 |
-14.2% |
|
银团电视 |
-14.7% |
|
点播电视 100 强 |
-16.1% |
|
国家杂志 |
-19.3% |
|
本地杂志 |
-23.9% |
|
B2B |
-32.7% |
|
本地周日副刊 |
-44.9% |
|
总计 |
-9.0% |
|
来源：尼尔森公司资料来源：尼尔森公司 * 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. |
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.
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。
非裔美国人电视（网络、有线电视和辛迪加的子集）的支出同比增长了 13.8%。西班牙语电视（有线电视和网络电视合计）下降了 0.4%。
产品类别广告支出
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。
按广告支出分列的十大产品类别
|
产品类别 |
2009 年 1 月至 12 月 |
2008 年 1 月至 12 月（百万） |
变化百分比 |
|
汽车 |
$8,039.1 |
$10,491.6 |
-23.4% |
|
制药 |
$4,504.6 |
$4,424.6 |
1.8% |
|
快餐厅 |
$4,068.5 |
$4,014.9 |
1.3% |
|
百货公司 |
$4,066.3 |
$3,956.0 |
2.8% |
|
无线电话服务 |
$3,386.2 |
$3,689.8 |
-8.2% |
|
电影 |
$3,368.4 |
$3,414.0 |
-1.3% |
|
Auto Dealerships – Local |
$3,227.2 |
$4,188.6 |
-23.0% |
|
直接响应产品 |
$2,465.8 |
$2,582.9 |
-4.5% |
|
餐厅 |
$1,557.6 |
$1,615.0 |
-3.6% |
|
家具店 |
$1,437.5 |
$1,553.1 |
-7.4% |
|
十大产品类别总计 |
$36,121.2 |
$39,930.5 |
-9.5% |
|
来源：尼尔森公司资料来源：尼尔森公司 |
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.
