TNS: Radio Ad Spending Down 25 Percent In First Half
September 16, 2009: TNS Media Intelligence reports that total measured advertising spending fell by 14.3 percent year-over-year in the first half of 2009, and was down 13.9 percent in Q2, making the fifth consecutive down quarter.
Radio was off by 24.6 percent in the first half, on ongoing weakness in automotive, retail, and local services. Local radio was down 25.5 percent, TNS reports, with national spot down 29.2 percent and network radio off 8.7 percent.
"The rate of decline in ad spending was level throughout the second quarter," said TNS SVP/Research Jon Swallen. "While it's tempting to interpret this as a positive indicator that things aren't getting worse, the fact remains that the market has been steadily tracking at around 14 percent declines for several consecutive months, and this represents billions of lost revenue. Early data from third quarter hint at possible improvements for some media due to easy comparisons against distressed levels of year-ago expenditures."
TV spending was down by 10 percent in the first half, with network off 5.5 percent, cable down 3.6 percent, and spot TV down 27.1 percent. Spanish-language TV saw a 12.7 percent decline.
Internet advertising was up 6.5 percent in the first half, and outdoor spending fell by 15.7 percent. Newspaper spending was down by 24.2 percent, with local papers off 24.1 percent, national down by 24.9 percent, and Spanish-language papers down by 20.5 percent.
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