Domestic ad spending dropped 12.3 percent in 2009 to $125.3 billion vs. the previous year, according to data released by WPP Group research firm Kantar Media. That finding was generally in line with Nielsen’s recent estimate that spending for the year fell 9 percent to $117 billion.
Despite the overall dip, Kantar suggested that the fourth quarter might have been a turning point, with spending down just 6 percent and “nearly all media improving upon their January-September performance.”
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