Tuesday, December 8, 2009

TNS Media Intelligence Reports U.S. Advertising Expenditures Declined 14.7 Percent in First Nine Months of 2009

NEW YORK--(BUSINESS WIRE)--Total measured advertising expenditures in the first nine months of 2009 dropped by 14.7 percent as compared to the same period in 2008, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information. Ad spending during the third quarter of 2009 was down 15.3 percent versus last year, the sixth consecutive quarter of year-over-year declines.

“The updated monthly trend line on total advertising expenditures still shows no meaningful improvement through October,” said Jon Swallen, SVP Research at TNS Media Intelligence. “The slump has now passed its first anniversary and year-on-year comparisons will become easier in the upcoming months. Going forward, the timing, strength and durability of an advertising recovery will ultimately be determined by the way consumer activity rebounds.”

Ad Spending by Media

Internet display (+7.0 percent) and FSIs (+3.9 percent) were the only media types with spending increases for the nine month period. Online growth was propelled by telecom, travel and auto advertisers. FSIs benefitted from CPG companies expanding their couponing efforts as consumers became more value-conscious.

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