January Sees First Real Drop in Media Spend Since 1991

17 April 2001

January’s media spend saw the first year-on-year decrease in real terms since the recession of 1991, according to new data from Competitive Media Ratings, a subsidiary of UK-headquartered research group Taylor Nelson Sofres.

Total adspend on the ten leading TV, radio and print media fell 10.3% over the month to $6.42bn (compared to $7.32 billion in January 2000). Moreover, this follows a 0.2% decrease in December, which was itself the first monthly fall since July 1997.

Bucking the general downward trend were cable and syndicated television, which saw respective rises in ad revenue of 18.9% (to $706.8 million) and 5.3% (to $284.7m). Spend on magazines also managed a slight rise of 2%, reaching $906.9m.

National spot and network radio fared worst, witnessing falls in adspend of 33.9% (to $107.8m) and 29.9% (to $54.9m) respectively. Other media sectors suffering falls in ad revenue were newspapers (down 25.2% to $1.08bn), national newspapers (falling 12.5% to $265.5m), network television (down 7.8% to $1.78bn) and spot TV (dropping 17.8% to $1.15bn).

News source: Advertising Age - Daily Deadline