2009: Lowest US ad spend since Great Depression

According to WPP's TNS Media Intelligence, US measured-media ad spending plunged 14.7% in the first nine months of 2009, reflecting a freefall in local advertising (such as auto dealer ads). It said the nation's 100 largest advertisers cut measured-media spending by 7.9% in the first three quarters.

Full-year 2009 will mark only the fifth spending drop since AdAge began ranking the 100 Leading National Advertisers in 1956. (LNA spending fell 2.7% in 2008, 1.3% in 2001, 3.9% in 1991 and 0.4% in 1970, all recession years.)

By most accounts, this recession is over, but advertising is likely to see only a modest recovery. Interpublic's Magna forecasts that media firms' US ad revenue will be lower in 2015 than in 2000.

There are positive signs. Magna expects high-single-digit (percent) annual growth in US online advertising from 2010 through 2015. Marketing services is also a bright spot; ZenithOptimedia, part of Publicis Groupe, forecasts strong growth over the next few years in such areas as event sponsorship and public relations.

Full report online at www.adage.com/article?article_id=141211.