U.S. Internet Ad Revenues Decline 5.3% In First Half 2009

The IAB and PricewaterhouseCoopers released U.S. Internet advertising stats today for the first half of 2009. The tally – $10.9 billion total, a 5.3% decline from the same period in 2008. This is in line with the 3.4 decline in worldwide ad revenues among four largest Web companies during the same period.

Search continues to take nearly half of all Internet advertising, with 47% of the total ($5.1 billion). Display ads, classified listings, lead generation and email took 34%, 10%, 7% and 1%, respectively. Search took just 44% of total advertising revenue in the first half of 2008.

Digital video jumped from 3% to 4% of the total in the first half of 2009, to $477 million.

2008 was the peak year so far for Internet advertising in the U.S., with $23.4 billion in total revenues. That’s up from just $6 billion in 2002.

Retail advertisers represented the largest category of spending, at 20%. Telecom (16%), Leisure Travel (6%), Financial Services (12%), Automotive (11%), Computing (10%), Consumer Packaged Goods/Food Products (6%), Entertainment (4%) and Media (4%) made up most of the rest.

The full report is embedded below and is available here (pdf).