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Network, local spot, syndicated TV ad spending declines in first nine months of ‘09

Spending on advertising fell in the United States by 11.5 percent in the first three quarters of 2009, The Nielsen Company said last week.

That translates into a reduction of $10.9 billion in ad spending for the first nine months of the year, taking the total for the period to $83.4 billion, Nielsen said. According to the figures, ad spending in many television categories declined, including:

• Spot TV in the 101-210 DMAs: -12.6 percent

• Network television: -13.9 percent

• Syndicated TV: -15.9 percent

• Spot TV in the top 100 DMAs: -16 percent

Only three categories among all media measured, ranging from local Sunday newspaper supplements to the Internet, saw an increase in ad spending, including: Spanish-language cable TV, up 36.7 percent; FSI coupon, up 11.2 percent; and cable TV, up 9 percent.

“In general, television — particularly cable television — seems to be holding up better than print-based media,” said Terrie Brennan, senior VP for new business development at Nielsen. “For example, local newspapers have seen 12,000 fewer advertisers in their pages in 2009. Meanwhile, nine of the top 10 cable TV advertisers have increased their spending in the medium so far this year.”