Blows to Ad Spending Kept Coming in '09, But Softened in Q4
Ad spending took another nose dive in 2009, but the rate of decline slowed in the fourth quarter, according to a study released today by research firm Kantar Media.
Kantar determined that from 2008 to 2009, ad expenditures fell 12% to $125.3 billion. That’s not good, but the year-over-year rate of decline for the fourth quarter of 2009 was half that — 6%.
“Given the restraint in consumer spending, it appears marketers have more confidence right now than their customers,” said Jon Swallen, Kantar’s senior vice president of research, in a statement.
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