Nielsen has reported today that U.S. advertising for the full year 2008 was down 2.6% compared to the full year 2007. You are so not shocked. "Given the state of the U.S. economy, a decline in ad spending was expected, but it's not as bad as it could have been," Annie Touliatos, vice president of sales development for Nielsen's ad tracking service, said in a statement.

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.

    Media Category                                      Jan-Dec '08 vs.

                                                     Jan-Dec '07 % Change

    Hispanic Cable TV                                           9.6%

    Cable TV                                                    7.8%

    Spot TV Top 100                                            -0.3%

    Syndication TV                                             -0.8%

    National Sunday Supplement                                 -1.9%

    Hispanic Broadcast TV                                      -2.4%

    Network Radio                                              -3.3%

    Broadcast Network TV                                       -3.5%

    Local Magazine                                             -3.7%

    Spot Radio                                                 -4.0%

    Spot TV 101-210                                            -4.6%

    Outdoor                                                    -5.0%

    FSI Coupon                                                 -5.2%

    Internet*                                                  -6.4%

    National Magazine                                          -7.6%

    National Newspaper                                         -9.6%

    Business to Business                                       -9.7%

    Local Newspaper                                           -10.2%

    Local Sunday Supplements                                  -11.0%

    TOTAL                                                      -2.6%

     

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