Ad spending for the first half of the year dipped 0.5 percent on mixed results across categories, according to preliminary figures from Nielsen Co.
The figures, which were compiled by Nielsen Monitor-Plus, show Internet advertising climbing 23.6 percent, national magazines rising 8.4 percent and outdoor ad spending growing 5.1 percent.
Network television ad spending dropped 3.8 percent, while network radio slid 8.5 percent. The national newspaper category fell 5.9 percent, with local newspaper experiencing an 8 percent decline.
Ad spending across monitored media for the top 10 companies in the first half of 2007 sagged 7.3 percent to $8.3 million. Seven of the 10 businesses lowered their budgets. General Motors (nyse: GM – news – people ) Co. cut its budget by 27.7 percent, trimming ad spending for some truck brands but raising spending on Chevrolet Tahoe hybrid trucks and Saturn hybrid cars and trucks.