Cable, Spanish-Language Register Ad Gains In 2009: Nielsen

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Cable, Spanish-Language Register Ad Gains In 2009: Nielsen
Measurement Company Estimates Only Four Of 19 Sectors Improved Last Year
Mike Reynolds -- , 2/24/2010 4:25:48 PM

Cable TV and Spanish-language cable were two of the four media categories bucking the overall downward trend in U.S. advertising during 2009, according to Nielsen data.
Cable notched a 14.8% gain over 2008 levels, according to Nielsen, with Spanish-language cable registering the biggest gain of the 19 measured media at 32.2%.
FSI coupons scored an 11.5% increase, while the Internet eked out a 0.1 increase.
All told, spending declined 9% to $117 billion, according to Nielsen, which estimated network's TV decline at 9.9%. Spot TV, among the top 100 DMAs, declined 16.1%, as spot among the second 100 DMAs was off 14.2%.
The figures continue a trend of at least six consecutive quarters of declines in the ad industry, but it's a trend that shows evidence of slowing down. In the previous two quarters, Nielsen reported declines of 15.4% and 11.5%.
"Fourth quarter ad spending was down just two percent year-over-year, and that helped soften the full-year decline," said Terrie Brennan, senior VP for new business development at The Nielsen Co. in a statement. "In fact, most of the top advertisers showed increased spending late in the year. These are encouraging signs for an ad market that's still trying to stop the bleeding."