Advertising Expenditures Dropped 12.3% In 2009, But Digital Grew 7.3%
Robin Wauters
Mar 17, 2010

Total advertising expenditures fell 12.3% last year to $125.3 billion as compared to 2008, according to data released today by Kantar Media. However, Q4 2009 ad spending was off 6% against the year ago period, with nearly all media improving upon their January-September performance.

Zooming in on the digital part of equation, Kantar Media says Internet display ad expenditures actually increased 7.3 percent in 2009, aided by higher spending from the telecom, factory auto and travel categories.

Print media were unsurprisingly hit hard, with measured ad spending in the Newspaper sector plunging by 19.7% in 2009.

You can find more figures and insights in the press release.

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  • http://jehutson.com Jamie

    Isn’t 20.4 greater than 19.7? which indicates that Radio, not newspapers were hit the hardest

  • Robin Wauters

    very good point, missed that. post updated, thanks!

  • http://www.infogrok.com Rob

    It would be good to see global figures for advertising revenues, rather than simply regional.

  • http://librarianchat.com/forum/ librarianchat

    Internet is only going to dominate more and more as the years go by.

  • http://www.seoconcepts.net Jason Carrasco

    It looks like i am in the right industry.

  • why

    This is a distorted chart as online search is not included

  • http://www.marketingpilgrim.com/2010/03/display-ad-spend-up-in-2009-despite-q4-dip.html Display Ad Spend Up in 2009 Despite Q4 Dip

    [...] against historical numbers. A press release about a report from Kantar Media and shared with us by TechCrunch shows that the world of display ads vs. it’s competition is doing alright [...]

  • Howard Lerman

    The transparency possible from digital advertising means that the entire pool of ad spending will shrink. This helps solve the puzzle of the famous quote: “Half of the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Expect a dollar spent offline to translate to a smaller, more efficient amount spent online.

  • dj

    Interesting data – I’m curious to learn whether the Digital Out of Home numbers (Digital Signs) are part of the internet numbers or just not included

  • http://www.facebook.com/profile.php?id=1622447739 Stratos Provatopoulos

    Keeping in mind that the last couple of years have been tricky financially speaking its not bad at all

  • http://www.heymate.co.uk mate

    Interesting data. Any idea where mobile ad spend would be compared to all the other media? expect it to be tiny compared to other media but would still be interesting to see if it has gained market share.

  • http://kmubaiwa.wordpress.com kmubaiwa

    I’m sorry but Newspapers were hit harder. Yes the percentage values for Radio are worse than the Newspaper… but if you look carefully, Newspaper percentages fell more than Radio’s.

    Something to think about perhaps.

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  • http://www.facebook.com/profile.php?id=555956123 Casey Edwinson

    Anyone have any general pure play online retail stats for behavioral target display advertising?

  • Ilan Ben Menachem

    Interesting topic………like it

  • http://www.qubestreet.com Francis Oghuma

    Interesting figures
    wud be glad to see global figures not just regional.
    keep the great work,nice stats

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  • http://www.topcoachoutlet.com/ coach bags

    Very interesting post – Might be old news, but it was news to me.

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