The Future of Print

Ad spending 2009: Even media is buying less media | Company Town | Los Angeles Times

Posted in Doom by futureofprint on September 28, 2009

How brutal is the advertising market? Even big media isn’t spending as much on big media.Advertising tracker TNS Media Intelligence this morning issued the grim news that ad spending plummeted 14.3% to $60.87 billion during the first six months of 2009 compared with the first half of 2008. The second quarter of 2009 became the fifth consecutive quarter to post year-over-year declines.

Among those cutting back on advertising was media itself. Walt Disney Co., News Corp. and Time Warner Inc. all reined in ad spending in the first half of the year. Spending by Time Warner was down 11.1% to $574.3 million; Disney expenditures were down 11.7% to $517.6 million; and News Corp. cut its ad spending by 6.9% to $672.3 million.

Newspapers, magazines, television and radio all felt the pain of a dismal first half. Newspaper ad spending was off 24.2% compared with the first half of 2008; radio spending plunged 24.6%; television spending (including national network, local station, syndicated and Spanish-language outlets) was off 10%; magazine spending dropped 20.9%; and billboards and other outdoor media saw their ad revenues tumble 15.7%.

The only growing media sectors were Internet display advertising and free circular inserts in newspapers. Internet display advertising increased 6.5% compared with the first half of 2008 while newspaper insert spending climbed 4.6%.


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