MediaPost reported the Nielsen Co. study on the United States advertising spending for 2009 has been released. On average, 2009 ad spending was down 9% compared to 2008.
Research shows that only three of the 19 media platforms had any substantial gain from 2008. These categories are Cable TV with 14.8% growth, free-standing insert coupons with 11.5% growth, and the biggest growth came from Spanish-language Cable TV with 32.2%. Coming in fourth was internet advertising which stayed relatively the same with only a 0.1% gain.
The rest of the 19 categories declined in spending; in fact, some had double-digit percentage drops. Some of the biggest plummets included local magazines with 23.9%, Business to Business with 32.7%, and the largest drop came from local Sunday supplements with 44.9%. Even spot TV in the top 100 markets saw a 16.1% plunge in ad spending in 2009.
When an economy attempts to ascend from a recent and ongoing recession, ad spending can be one of the first budgets cut substantially. It is business savvy to keep updated with how the market is trending. If budgets are trending towards Cable TV, Spanish-language Cable TV, and free-standing insert coupons, it could be to the campaign’s benefit to see if the target audience is in front of any of this prospering media.
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