Nielsen has reported today that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007. You are so not shocked. “Given the state of the U.S. economy, a decline in ad spending was expected, but it’s not as bad as it could have been,” Annie Touliatos, vice president of sales development for Nielsen’s ad tracking service, said in a statement.
Hispanic Cable TV (+9.6%) and Cable TV (+7.8%) were the only two media to show ad growth in 2008. Cable was the highest revenue-generating medium with $26.6 billion in sales.
Media Category Jan-Dec '08 vs. Jan-Dec '07 % Change Hispanic Cable TV 9.6% Cable TV 7.8% Spot TV Top 100 -0.3% Syndication TV -0.8% National Sunday Supplement -1.9% Hispanic Broadcast TV -2.4% Network Radio -3.3% Broadcast Network TV -3.5% Local Magazine -3.7% Spot Radio -4.0% Spot TV 101-210 -4.6% Outdoor -5.0% FSI Coupon -5.2% Internet* -6.4% National Magazine -7.6% National Newspaper -9.6% Business to Business -9.7% Local Newspaper -10.2% Local Sunday Supplements -11.0% TOTAL -2.6%