Of the 19 media segments reported by Monitor-Plus, Hispanic Cable TV (+9.6%) and Cable TV (+7.8%) were the only two media to show ad growth in 2008. Cable was the highest revenue-generating medium with $26.6 billion in sales.
Even the Internet (display ads), typically the fastest-growing medium, took a hit, down 6.4% last year.
Newspapers suffered the most. National newspapers were down 9.6%. Local newspapers dropped 10.2% and local Sunday supplements had the biggest drop, down 11%.
Procter & Gamble was the nation's top ad spender last year, but like all the top 10 advertisers, P&G drastically cut its budget. The packaged goods company spent 19.3% less in 2008.
Despite the declines, television continued to be the dominant medium for advertisers, with 60% of all ad dollars spent on Network, Cable, Hispanic, or Spot TV.
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