Ad Spending Dips in First Half 2007
Internet Spending Shows Strongest Performance
By Linda Moss -- Multichannel News, 9/20/2007 6:31:00 AM EDT
U.S. advertising spending for the first half of the year was down 0.5% over the same period last year, Nielsen Co. reported Thursday.
According to preliminary figures from Nielsen Monitor-Plus, advertising spending was mixed across media with gains in some categories and declines in others. Internet spending showing the strongest performance, a 23.6% gain, of any category.
In addition to Internet advertising, other categories that showed an increase during the first half of this year were: national magazines, up 8.4%; national Sunday supplements, up 6.5%; outdoor, up 5.1%; and spot TV Markets 101-210, up 3.2%.
“Even in this soft market outdoor ad spending continues to show strength. This traditional medium has embraced technology and is offering more and more digital and interactive advertising opportunities,” Brian Lane, senior vice president of client strategy and product development for Nielsen Monitor-Plus, said in a prepared statement. “National magazine ad spending is also on an upswing with increased rate card ad revenue reported for the first half of 2007.”
Ad spending for Spanish-Language TV was almost flat, seeing only a 0.2% gain in the first half. Cable TV was down slightly, slipping 0.3%.
