US Ad Spend Down 12.3% in 2009

Total measured advertising expenditures fell 12.3% in 2009 from 2008 levels, to $125.3 billion, according to data released by Kantar Media (formerly TNS Media Intelligence).

Ad spending during the fourth quarter of 2009 was down 6.0% compared with the same period a year earlier, with nearly all media improving compared with the previous nine months.

"The advertising recession began to ease in the final two months of 2009; and preliminary figures from the first quarter of 2010, when compared against the abyss of a year ago, indicate many sectors are experiencing growth," said Jon Swallen, SVP of research at Kantar Media.

"Given the restraint in consumer spending, it appears marketers have more confidence right now than their customers. As we get deeper into 2010, the pace of consumer activity will be a key determinant of the strength and durability of the advertising recovery."

Below, measured ad expenditure-related data and analysis from Kantar Media.

Ad Spending by Medium

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