Advertising expenditure down only slightly worldwide in 2009
During the global economic crisis, companies spent only slightly less on advertising worldwide. Advertising spending fell only slightly—by 1.6 percent—to $392 billion in 2009, the year of the crisis.
The decline was particularly marked in the first half of the year. In the last quarter of 2009, the bottom line was positive again, as the market research company Nielsen announced on Tuesday. However, the figures were in comparison to the already poor figures at the end of 2008.
Television stations benefited the most from the upturn. Radio advertising remained at the previous year's level, while magazines suffered the most from the decline. There were also industry-specific differences: significantly less money was spent on advertising in the automotive, financial and textile sectors. Consumer goods manufacturers, companies in the healthcare sector and retailers in particular paid more money for advertisements and commercials.
The effects varied greatly from region to region: in Asia and the Pacific region, spending was already growing again in the second quarter. Europe was worse off than the average for the year as a whole, with a decline of 4.9%. The USA fared even worse at minus 9.4 percent.
Television stations benefited the most from the upturn. Radio advertising remained at the previous year's level, while magazines suffered the most from the decline. There were also industry-specific differences: significantly less money was spent on advertising in the automotive, financial and textile sectors. Consumer goods manufacturers, companies in the healthcare sector and retailers in particular paid more money for advertisements and commercials.
The effects varied greatly from region to region: in Asia and the Pacific region, spending was already growing again in the second quarter. Europe was worse off than the average for the year as a whole, with a decline of 4.9%. The USA fared even worse at minus 9.4 percent.
