Spending on measured media fell 4.1 percent in 2008, as a pallid economy and crumbling consumer confidence led to double-digit decreases in newspaper and radio ad sales revenues.
According to a new study from TNS Media Intelligence, media spend fell $6 billion year-over-year, to $141.7 billion. In keeping with last fall’s economic collapse, fourth quarter declines were precipitous, with overall spend falling 9.2 percent versus the prior-year period.
“The ad market…was buffeted by a souring economy, deteriorating consumer confidence and weakening corporate balance sheets,” said Jon Swallen, senior vp, research at TNS Media Intelligence.
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