Kantar: Total Ad Spending Declined 12.3% in 2009

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Total ad spending fell 12.3% in 2009 to $125.3 billion as compared to 2008, according to data released by Kantar Media. Fourth quarter 2009 ad spending was off 6% against the year-ago period, with nearly all media improving upon their January-September performance. Radio spending was down 12.5% in Q4 over 2008, while National Spot Radio fell 16.9% and Network Radio was down 7.9%

"The advertising recession began to ease in the final two months of 2009 and preliminary figures from the first quarter of 2010, when compared against the abyss of a year ago, indicate many sectors are experiencing growth," said Senior VP/Research Jon Swallen. "Given the restraint in consumer spending, it appears marketers have more confidence right now than their customers. As we get deeper into 2010, the pace of consumer activity will be a key determinant of the strength and durability of the advertising recovery."

Internet display advertising spending increased 7.3% in 2009, aided by sharply higher spending from the telecom, factory auto and travel categories. The only other media type achieving full-year growth was Free Standing Inserts, up 3% as CPG marketers targeted value-conscious shoppers with couponing programs.

National TV media continued to outperform the overall ad market. Cable TV spending dropped just 1.4%, helped by an expanding amount of commercial time. Network TV (-7.6%) and Spanish Language TV (-8.9%) each saw year-end improvement in key categories that lifted their results. By contrast, Spot TV lagged far behind with a 23.7% spending drop versus a 2008.

Print media were hit by large reductions across a broad range of advertisers. Measured ad spending in the Newspaper sector plunged by 19.7% in 2009. Sunday Magazine expenditures declined 11% and Consumer Magazines were down 16.6%.