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Cable TV one of few bright spots in 2009 ad spending

Thu, 02/25/2010 - 7:20am
Mike Robuck

Ad spending in the United States was down 9 percent in 2009, according to information released by The Nielsen Co., but cable TV and Spanish language cable TV stood out as the top-gaining media.

Overall, ad spending fell an estimated $11.6 billion to a total of $117 billion last year. The numbers represented a continued trend of at least six straight quarters of negative growth in the ad industry, but Nielsen said it’s a trend that shows evidence of slowing down. In the previous two quarters, Nielsen reported declines of 15.4 percent and 11.5 percent, respectively.

“Fourth-quarter ad spending was down just 2 percent year-over-year, and that helped soften the full-year decline,” said Terrie Brennan, senior vice president for new business development at Nielsen. “In fact, most of the top advertisers showed increased spending late in the year. These are encouraging signs for an ad market that’s still trying to stop the bleeding.”

Year-to-year change in ad spend, by media

Media category*

Jan-Dec 2009 vs. Jan-Dec 2008  % change

Spanish Language Cable TV

32.2%

Cable TV

14.8%

FSI Coupon

11.5%

Internet**

0.1%

Spanish Language Network TV

-3.9%

National Sunday Supplement

-7.2%

Spot Radio

-8.7%

Network Radio

-9.7%

Network TV

-9.9%

Local Newspaper

-10.4%

Outdoor

-11.2%

National Newspaper

-13.7%

Spot TV 101-210

-14.2%

Syndicated TV

-14.7%

Spot TV Top 100

-16.1%

National Magazine

-19.3%

Local Magazine

-23.9%

B2B

-32.7%

Local Sunday Supplement

-44.9%

Grand total

-9.0%

Source: The Nielsen Co.

* All data from non-Internet media pulled from Nielsen’s Ad*Views database.

** Internet advertising expenditures pulled from Ad Relevance database and account for CPM-based, image-based advertising.These reported estimated expenditures do not account for paid search advertising, text only, paid fee services, performance-based campaigns, sponsorships, barters, in-stream ("pre-rolls") players, messenger applications, partnership advertising, promotions and e-mail campaigns, or house advertising activity.

 

More Broadband Direct 2/25/10:
•  CED Blog - EBIF: It’s now
•  Emerging technologies, pressing issues dominate NCTC conference
•  Cablevision swings to black on sub growth
•  Comcast's Project Cavalry hits North Fla.; 100 Mbps on tap
•  Search is on by SCTE for newly created position of CTO
•  Virgin Media to launch 100 Mbps service by year's end
•  DirecTV adds parents' reviews to guide 
•  Aurora is taking on cable's 'capacity challenge'
•  Cable TV one of few bright spots in 2009 ad spending
•  FCC: 500 MHz for mobile broadband
•  Change is in the air for wireless ops
•  Blockbuster posts Q4 loss of $435M as woes deepen
•  Broadband Briefs for 02/25/10

 

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