Cable bucks US ad slump
September 8, 2009
More than $10bn in advertising disappeared from US media markets in the first six months of this year, according to new data from Nielsen showing a 15.4 per cent year-on-year decline.
The study showed sharp differences in the behaviour of different media and product categories, with cable television the only medium on which ad spend increased, up 1.5 per cent across English language channels and up 0.6 per cent for Spanish channels. By contrast "spot" advertising, booked at short notice, fell by 17.4 per cent in the top 100 local TV markets and by 32.1 per cent in the 110 next largest markets. Even internet advertising, from which Nielsen's excludes search engine spending, slipped 1 per cent.