U.S. Ad Spending Drops 1 Percent in Fourth Quarter to End 2011 Slightly Higher

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By: Georg Szalai | The Hollywood Reporter

NEW YORK – U.S. advertising spending ended up rising only 0.8 percent in 2011 to $144.0 billion, ending the year with a 1 percent decline in the fourth quarter, according to data from research firm Kantar Media.

The drop in the final quarter was the first decrease since late 2009. Kantar also highlighted that since a post-recession peak in the third quarter of 2010, advertising growth rates have now slowed sequentially for five consecutive quarters.

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