U.S. Advertising Expenditures Plunge 14.2 Percent in First Quarter
Total measured advertising expenditures plunged 14.2 percent for the first quarter of 2009 compared to a year ago, to $30.18 billion, according to data released by TNS Media Intelligence, which tracks ad spending in the U.S. This follows a 9.2-percent fall in the fourth quarter of 2008.
"The ad market declined significantly in the first quarter, overtaken by a collapsing economy which prompted consumers and marketers alike to shut their wallets and conserve," said Jon Swallen, SVP research at TNS Media Intelligence. "While there are hopeful signs of general economic indicators bottoming out, the advertising sector still appears to be lagging behind. Available data from second quarter shows ad expenditures tracking on a comparable plane to recent months."
Business-to-business magazines endured a 25.4-percent decline in the first quarter, while consumer magazines' ad expenditures declined 19.2 percent.
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