An analysis by Advertising Age of full-year data from Taylor Nelson Sofres' CMR reveals that US advertising expenditure was affected more adversely in 2001 than previously predicted.
Across all media, aggregated measured spend fell by 9.7% from $108.81 billion (€124.9bn; £76.5bn) in 2000 to $98.21bn last year. All media sectors bar two took a hit – only cable TV (up 1% to $10.42bn) and syndicated TV (a meager +0.1% to $3.19bn) stashing more dollars in their piggybanks.
Worst affected were national newspapers which slumped 23% over the year to $2.95bn. National spot radio trailed in its wake, down 20.4% to $2.17bn, followed by spot TV (-18.25%) and network radio (-12.5%). Network TV fell 8.1%, magazines by 7.6% and newspapers by 7%. Outdoor registered a marginal 0.8% decline to $2.46bn.
As might be expected, September registered the sharpest fall in adspend (21.9%), after which the year-on-year decline eased progressively: 16.3% in October; 12% November; and 9.1% December.
Prospects for 2002 look only slightly brighter with December’s consensus predicting declines of 4% to 6%.
Data sourced from: AdAge.com; additional content by WARC staff