Thursday, October 1, 2009

Rate of Decline in Global Ad Spending Slows, Report Shows

PARIS — The global advertising market showed signs of bottoming out in the second quarter of the year, with the rate of decline in spending slowing slightly from the previous three months, the research firm Nielsen said Wednesday.

Nielsen said spending in 27 countries, accounting for the vast majority of advertising worldwide, declined by 5.8 percent in the second quarter compared with a year earlier, after a 7.9 percent drop in the first quarter. The figures mesh with recent assessments by advertising executives, who say the worst is probably over, while cautioning that any marked upturn is probably unlikely before next year.

Spending in the first half was strongest in Asia, where it rose by 2.2 percent, the survey showed, and weakest in North America, where it fell by 15.9 percent. Outlays in Europe fell by 9.1 percent.

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