US adspend falls by 12 per cent in Q1

LONDON - US advertising expenditure fell by 12 per cent to $27.9 billion in the first quarter of 2009, compared with the same period last year, according to figures from Nielsen.

Ad spend... drop
Ad spend... drop

The worst performances came from the newspaper market, with local Sunday supplements showing the biggest decline, a drop of 37.7 per cent to $12.1 million.

This was followed by business-to-business magazines, which fell 29.9 per cent to $633.2 million, national newspapers dropped by 27.7 per cent to $286.5 million, and national Sunday supplements fell 25.9 per cent to $211.7 million.

The TV market accounted for two-thirds of all ad dollars spent. Network TV was the largest category, with $5.76 billion in expenditure. However, this is a drop of 4.8 per cent compared with the same time the previous year. Among the major TV categories, cable showed the least churn, dipping 2.7 per cent to $3.93 billion.

Meanwhile, online was also hit with a drop of 3.4 per cent to $2.11 billion.