The World: Detroit - TNS reveals General Motors' $600m adspend cut

General Motors, the second-largest advertiser in the US, cut its adspend by more than $600 million last year, according to newly published research.

The figures, produced by TNS Media research, show a drop in spending for the first 11 months of 2006 to $2.03 billion compared with $2.65 billion in 2005.

TNS claims the 23.6 per cent cut is so huge that it is greater than the total annual adspend of Volkswagen or Nike.

GM is disputing the TNS figures and claims its cut was closer to 10 per cent.

Onlookers say the shift is evidence of GM's increasing shift towards direct marketing, online activity, event marketing and branded entertainment.