Advertising Expenditures

        Radio on FacebookJoin us on Facebook

Sign Off, May 2010

Kantar Media recently released a study on advertising expenditures, noting a fall of 12.3 percent in 2009 to $125.3 billion. Fourth quarter 2009 ad spending was off 6 percent against 2008, with nearly all media improving upon their January-September performance. Jon Swallen, SVP Research at Kantar Media said, "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."

Amount spent on measured media by the top 10 advertisers of 2009, which was just 0.9 percent lower compared to their 2008 outlays.

Behind the stat

1. Procter and Gamble
– 15.6%; 2. Verizon
– 6.9%; 3. General Motors +1.3%; 4. AT&T
– 4.1%; 5. Pfizer Inc
+32.7%; 6. News Corp
– 10.6%; 7. Johnson & Johnson – 8.6%; 8. Sprint Nextel
+29.9%; 9. Time
Warner – 6.8%; 10. Wal-Mart

Percent Change in Measured Ad Spending 2008 vs. 2009

Click image to enlarge

1. Local Radio includes expenditures for 32 markets in the U.S.
(Click image to enlarge.)

7.3 percent increase

Increase in Internet display advertising expenditures in 2009.

Increase in Wal-Mart's 2009 advertising budget behind the launch of its "Save Money, Live Better" campaign.

Increase in Pfizer spending as the company boosted marketing support for Lipitor ahead of the brand's 2011 patent expiration.

Amount Sprint Nextel hiked its expenditures, battling for market share against its larger wireless rivals.

Top 10 Advertising Categories: Jan-Dec 2009 vs. Jan-Dec 20082

RankCategoryJan-Dec 2009 (Millions) Jan-Dec 2008 (Millions) % Change
3Financial Services$7,820.1$9,572.1-18.3%
4Local Services$7,490.9$8,628.0-13.2%
5Miscellaneous Retail3$7,124.7$8,361.7-14.8%
6Direct Response$6,626.5$7,489.9-11.5%
7Food & Candy$6,261.0$6,046.83.5%
9Personal Care Products$5,538.9$6,026.6-8.1%

2. Figures do not include free standing insert or PSA activity.
3. Miscellaneous Retail does not include: department stores, home furnishing/building supply stores.
4. The sum of the individual categories may differ from the total due to rounding.

Acceptable Use Policy
blog comments powered by Disqus

[an error occurred while processing this directive]

Today in Radio History

Milestones From Radio's Past

The history of radio broadcasting extends beyond the work of a few famous inventors.

Digital Edition

Each Issue as a Digital Edition

Read each issue online in our Digital Edition Format in your Web browser.

EAS Information More on EAS

NWS XML/Atom Feed for CAP Messages

The feed provides feeds for all US states and territories.

Wallpaper Calendar

Radio 2014 Calendar Wallpaper

Need a calendar for your computer desktop? Use one of ours.

The Wire

A virtual press conference

Information from manufacturers and associations about industry news, products, technology and business announcements.

Join Us Facebook Twitter YouTube LinkedIn
Radio magazine cover

Current Issue

National Public Radio

Building For The Future

Browse Back Issues

[an error occurred while processing this directive]