A study of trends in US advertising expenditure before, during and after the Gulf War crisis in 1991 has been released by US media planning/buying agency The Media Edge. The economic effects of Desert Storm make interesting comparative reading in the light of the present situation.

Across the eleven media categories examined by TME, the following experienced decreases in adspend …

Business propositions/employment recruiting: minus 55%

Retail: minus 21%

Jewellery: minus 18%

Airlines: minus 23%

Gasoline: minus 21%

Soft drinks and snacks: minus 17%

Drugs and remedies: minus 14%

Categories showing increases were …

Computers and office equipment: plus 42%

Beer and wine: plus 26%

Building materials: plus 25%.

News source: MediaWeek.com (USA)