Economic downturn settling in?

Economic downturn settling in?

17 December, 2008 in Professional

In this press release, TNS Media Intelligence talks about the changes in the US advertising market. And it seems the 1.7% across-the-board decline leads to the conclusion that the economic down-turn, that was already noted superficially in 2007 is setting in to stay.

But is this true? Ofcourse, a 1.7% decline in the biggest advertising in the world is a big sign, but we’re talking about a country that is seeing one of its biggest employers slipping (car industry) and while the president-elect shows signals of hope, the rest of the world, and especially the national businesses are not that positive for the coming year. After the read more I’ll show the table that lead them to these conclusions.

MEDIA SECTOR
·    Media Type
(Sectors and types listed in rank order of spending)  

 

 % CHANGE
TELEVISION MEDIA 2.1%
·    Network TV 3.0%
·    Cable TV 3.7%
·    Spot TV  2 -2.6%
·    Spanish Language TV 0.3%
·    Syndication – National 9.0%
MAGAZINE MEDIA 3 -3.9%
·    Consumer Magazines -3.8%
·    B-to-B Magazines -6.9%
·    Sunday Magazines 0.3%
·    Local Magazines -6.5%
·    Spanish Language Magazines 4.9%
NEWSPAPER MEDIA -10.0%
·    Local Newspapers -10.2%
·    National Newspapers -8.9%
·    Spanish Language Newspapers -12.7%
INTERNET 4 7.0%
RADIO MEDIA -8.8%
·    Local Radio 5 -8.8%
·    National Spot Radio -11.1%
·    Network Radio -2.6%
OUTDOOR -0.5%
FSIs 6 0.9%
Total -1.7%
Source: TNS Media Intelligence 

Funny isn’t it? Just the conservative media are in the decline, and while the online media are not performing in double-digits anymore, there is still a growth.Perhaps advertising budgets are spent more closely, and more effectively? Because everyone is growing towards the believe that just screaming at everyone that could hear you might not be the best way of doing business. A 1.7% decline could be quite a good efficienty improvement! Would be interesting if they could conclude that it is money companies could spend but dont. Or perhaps are they improving on their customer service? 

I’ll try and stay this positive! Will you?

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3 Comments › Leave yours

  1. Yvo #

    Is de groei van het internet niet een inhaalslag? Relatief gaat daat natuurlijk heel weinig in om.

  2. Ties #

    Geloof dat in de states internet 10-20% van de totale mediabesteding inhoudt. Niet een heel gek aandeel in het geheel imho.

  3. Yvo #

    ok ok… laten wij dan wat van die 10%/20% gaan pakken :d

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