Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Telecoms Increased Advertising in 1H09

September 28, 2009

Total measured advertising expenditures in the first six months of 2009 fell 14.3% versus a year ago, to $60.87 billion, according to recently released data from TNS Media Intelligence. Ad spending during the second quarter of 2009 was off 13.9% compared with last year, the fifth consecutive quarter of year-over-year declines.

Internet display (+6.5%) and FSI’s (+4.6%) were the only media to achieve expenditure growth in the first half of 2009. Each benefited from larger budget allocations by CPG marketers. Online publishers also capitalized on a spending surge from wireless telecom operators:

Key findings:

  • Print media continued to suffer large rollbacks in ad pages from key categories and this resulted in aggregate spending declines of 24.2% for newspaper media and 20.9% for magazine media.
  • Total spending in radio media was down 24.6% because of ongoing weakness in automotive, retail, and local services.
  • Among television media, ad spending on network TV declined 5.5% and cable TV slipped 3.6% in the first half of 2009. For both, Q2 results were slightly worse than Q1. Spot TV expenditures dropped 27.1%, buffeted by the slump in auto and retail activity.

Ad Spending by Advertiser

The top 10 advertisers in the first six months of 2009 spent a combined total of $7,866.4 million, a 3.5% decrease from last year. Across the top 100 companies, a more diversified group of marketers representing almost one-half of total ad expenditures, spending fell by 6.2%.

Verizon Communications edged out Procter & Gamble to claim the top spot in the rankings. The telecom behemoth spent $1,188.4 million, up 3.1% from last year. Its two leading competitors also landed in the top 10. AT&T was the third largest advertiser with total ad expenditures of $976.8 million, up 6.3% versus a year ago. Sprint Nextel, after slashing its ad budgets in 2008, reversed course and spent $631.1 million, a gain of 55.3%:

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!