U.S. Ad Spending Fell 2.6% in 2008

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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