Neilsen Monitor-Plus said spending was down or flat across most major media including network TV (down 4 per cent), local newspapers (down 8 per cent) and spot radio (down 2 per cent).
The dip is in line with figures released last week by TNS Media Intelligence showing US ad revenue for the first half of the year down 0.3 per cent to $72.59 billion. It was the first time since 2001 that spending fell for two consecutive quarters.
Adspend declined by 7 per cent among the top ten advertisers including General Motors and Procter & Gamble. GM showed the biggest fall, with spending down 28 per cent to $954 million.