New York-based media monitoring specialist CMR reported yesterday that aggregated advertising expenditure in traditional US media declined year-on-year by 5.9% in the six months to June 2001.

Expenditure for that period was nearly $47.5 billion, versus $50.4bn for H1 2000. The greatest pain was felt by national spot radio which slid 22.4% from $1.3bn to $1.03bn. Spot television fared marginally better, declining 14.7% from $8.42bn to $7.18bn.

But the gloom was not universal, syndicated TV rising 5.1% from $1.54bn to $1.62bn and cable TV up 4.6% to $5.52bn from $5.28bn.

General Motors remains the nation’s largest advertiser spending $1.1bn during H1, albeit 23.5% below last year’s $1.44 billion – the largest percentage decrease among the major spenders.

Conversely, AOL Time Warner recorded the largest increase among the big boys, rising 21.9% from $602m to $734m.

CMR is a unit of UK-headquartered Taylor Nelson Sofres.

News source: New York Times