Nielsen: Total Ad Spending Dips 0.5%; Internet Ad Spending Climbs
Small-Market Spot TV, Spanish-Language See Gains; Losses for Cable, Network TV, Large-Market Spot TV
By John Eggerton -- Broadcasting & Cable, 9/20/2007 7:26:00 AM
U.S. ad spending was down 0.5% in the first half of 2007, according to Nielsen, but Internet ad spending continued to grow, up 23.6%, the biggest jump of any sector.
Spot TV in smaller markets was up 3.2% and Spanish-language up a fraction at 0.2%. Among the decliners, cable TV was down 0.3%, network TV 3.8% and large-market spot TV 4.6%.
Ad spending by the top 10 companies was down 7.3% to $8.3 billion, with seven out of the 10 cutting their budgets. General Motors led the way, down 27.7% to $954 million. Of the three gainers, Verizon Communications was the biggest, up 2.7% to $733 million.
It was bad news for stations that rely on car-dealer ads that the automotive category had the greatest dollar-volume decline, down $671 million, or 10%.
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we all know that advertisers want to track how well their advertising works. The internet provides immediate feedback with technology like ATLAS and Doubleclick. What are the cable and satellite operators doing to deliver stats like interactive ads provide?
steve goodnetter - 9/21/2007 9:39:00 AM EDT
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