Monday, September 14, 2009

Top 100 b-to-b advertisers cut spending 10.2%

Forced to slash marketing budgets as the economy collapsed, the top 100 b-to-b advertisers spent an estimated $5.03 billion on media last year, down 10.2% from $5.60 billion in 2007, according to a BtoB analysis of ad spending data from TNS Media Intelligence.

All b-to-b ad spending totaled $9.95 billion last year, down 12.5% from $11.37 billion in 2007.

The figures include estimated spending on business magazines, consumer magazines, newspapers, TV, radio, online and outdoor.

B-to-b advertisers cut spending in nearly all media categories last year. Most notably, spending by the top 100 advertisers was down 43.7% in Sunday magazines; down 33.4% on local radio; down 21.4% in national newspapers; and down 11.1% in business publications.

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