The Future of Print

U.S. Advertising Fell 2.6% Last Year, Nielsen Reports Update1 –

Posted in Uncategorized by futureofprint on March 13, 2009

March 13 Bloomberg — U.S. advertising spending dropped 2.6 percent last year as the worst recession since 1982 forced automakers, movie producers and drugmakers to slash marketing, researcher Nielsen Co. said.

Outlays fell almost $3.7 billion from the year earlier to $136.8 billion, according to preliminary figures, New York-based Nielsen said today in a statement.

All of the top 10 advertisers cut their budgets last year, led by Chrysler LLC’s majority owner, Cerberus Capital Management, and Ford Motor Co.; Time Warner Inc., the world’s largest media company; and Procter & Gamble Co., the world’s biggest consumer-products maker.

“Given the state of the U.S. economy, a decline in ad spending was expected, but it’s not as bad as it could have been,” Annie Touliatos, vice president of sales development for Nielsen’s ad tracking service, said in the statement. “The campaign season and the Summer Olympics were two big events that had a tremendous impact on advertising, especially on TV buys.”


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