Advertisers Spending Less, Moving Their Money Online

The Hollywood Reporter, citing an unreleased Kantar Media report, says that advertisers spent 12% less in 2009 than the year prior. Of the 20 categories surveyed, only Internet advertising and free-standing inserts were up.

More from THR:

Television performed above average, falling 10%, with national syndication doing the best (off 5%) and spot TV doing the worst (down 24%).

Radio and newspaper were each down 20% and magazine was off 17%. Outdoor advertising sunk 13%.

But there is good news, because advertising slumped 15% in the first three quarters of the year but only 6% in the fourth quarter, so a recovery might have begun.

“To see an improvement of that magnitude in a single quarter is noteworthy,” said Kantar senior vp of research Jon Swallen.

Don’t you just love economic analysis? ‘Hey, things are slightly less bad than they were three months ago. We’re in the clear!’