By: E&P Staff Total advertising spend in the United States was virtually flat for the first nine months of this year, according to TNS Media Intelligence. Ad expenditures inched up 0.2% to $108.2 billion compared to the same period a year ago. For Q3, ad spending grew 1.3%.
"The anemic growth rates in measured ad spending reflect a market that is under stress from cyclical business conditions and fundamental structural changes," Jon Swallen, senior vice president of research of TNS Media Intelligence, said in a statement. "Deepening concerns about lower corporate profits, a softening economy, and reduced consumer spending have prompted marketers to be cautious with their advertising budgets."
In addition, many advertisers are shifting their dollars to the Web. Internet display advertising led all media in terms of growth, up 17.2% to $8.4 billion for the first nine months of 2007. Spending in consumer magazines increased 6.4% to $17.3 billion on flat volume.
Total ad spending in newspapers fell 5.2% to $19.2 billion. Local newspaper ad spend dropped 5.1% to $16.6 billion while national newspaper spending decreased 6.1% to $2.3 billion. Spanish-language papers slipped 2.5% to $261 million.
Newspapers' share of ad spending also decreased in the first nine months of 2007, now at 17.8% compared with 18.8% for the same period in 2006.
Sunday magazine spend rose 7.6% to $1.3 billion.
Spot TV dropped 6.8% to $11.2 billion. Local radio declined 1.8% to $5.3 billion.
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