Nielsen: African-American TV ad spending grew 31% in first three quarters

(December 10, 2009) According to Nielsen, spending on advertising fell 11.5 percent in the first three quarters of 2009, compared to the same time period in 2008. Preliminary figures show that expenditures fell $10.9 billion to a total spend of $83.4 billion in the first nine months of the year.

One of the brightest spots in an otherwise dismal trend was African-American TV (including Network, Cable, Syndicated, and Local programs) which enjoyed a 31 percent increase in spending. It was the second largest increase of any category.

Cable TV (+ 9.1%), Spanish Language Cable TV (+36.7%), and Free-Standing Insert (FSI) Coupons (+11.2%) also posted growth. The remaining media suffered declines, ranging from Internet (-0.5%) to Local Sunday Supplements (-48.3%).

"The struggling economy continues to take its toll on the advertising industry, with most sectors lower than last year," said Terrie Brennan, Senior VP for New Business Development at Nielsen. "In general, television -- particularly cable television -- seems to be holding up better than print-based media. For example, Local Newspapers have seen 12,000 fewer advertisers in their pages in 2009. Meanwhile, nine of the top ten Cable TV advertisers have increased their spending in the medium so far this year."








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