TV is still the dominant medium, but network TV falls 5%; syndication is 19% lower; spot TV is down 16% in the top 100 markets, 29% lower in markets 101-plus.
The Nielsen Co. reported today that U.S. advertising for the first quarter 2009 was down 12 percent compared to the first quarter 2008.
Preliminary figures show that U.S. ad expenditures declined $3.8 billion to a total of $27.9 billion in the first quarter.
All measured media showed negative growth in this difficult economy, ranging from Spanish-language cable TV (-1.1percent) to local Sunday supplements (-37.7 percent).
Television remains the dominant medium for advertisers, accounting for two-thirds of all ad dollars. Network TV, the largest media category with $5.76 billion in ad dollars in the first quarter, declined 4.8 percent .
Spot TV in the top 100 DMAs declined by 15.6 percent, while spot TV in DMAs 101-210 was came in 28.9 percent lower.
Syndication posted a drop of 18.8 percent.
However, one bright spot was African-American television (a subset of network, cable, syndicated and local), which grew a healthy 7.9 percent.
Automotive continued its downward slide, slashing spend by almost $723 million, or 27.7 percent in first quarter 2009. Local auto dealerships also cut back spending significantly, declining 24.1 percent ($271 million) in the first quarter of 2009. Over 3,000 dealerships ceased advertising altogether.
Direct response products continued to climb (+14 percent) mainly due to increased advertising for Heat Surge heaters, Snuggie blankets, Rosetta Stone computer software, and Video Professor computer software.
Quick service restaurant ad spending is thriving through the economic downturn and showed added spending from many companies, including McDonald’s, Wendy’s, Yum! Brands, Subway, and TPG Capital (Burger King).