US media winners and losers in the downturn

In this article, WARC Online's Media Editor, Laura James, assesses how the economic downturn could impact adspend levels and the media in the US.

US media winners and losers in the downturn

Laura James

The US is now officially in recession. Recent figures showed that the country's GDP contracted at an annualised rate of 3.8% in the three months to December 2008, the largest decline since the first quarter of 1982. US consumer spending, which accounts for a considerable proportion of the country's economy, also fell by 3.5% in the final quarter of last year, following a decline of 3.8% in the previous three months. Furthermore, unemployment is its highest since the recession of the early 1990s.

At constant prices – i.e. adjusting for...

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