The Nielsen Company reports that US Automotive advertising (by the factories and dealer associations) was down 31.4% for the first half of 2009. Even so, Automotive was still the top category for ad spending across all media. The Quick Service Restaurant sector was a distant second.
“While some of the larger categories have cut back spending, we see others that continue to raise the ante on their media investments,” said Annie Touliatos, VP for Nielsen’s advertising information services. “What’s interesting is that we’re not just seeing a rise in spending for recession-friendly products like fast food restaurants. We’re seeing a lot more promotion of technological innovations like smartphones, computer software, and consumer-driven web sites. These advertisers see potential for their products despite our stressed economy and are leveraging advertising to drive their success,” she added.
TOP TEN PRODUCT CATEGORIES, BY AD SPEND
| RANK | NAME | Q1-Q2 2009 (millions) | Q1-Q2 2008 (millions) | % Change |
|---|---|---|---|---|
| 1 | Automotive (Factory & Dealer Assoc.) | $3,681.20 | $5,363.60 | -31.40% |
| 2 | Quick Service Restaurant | $2,200.70 | $2,093.40 | 5.10% |
| 3 | Pharmaceutical | $2,148.00 | $2,421.20 | -11.30% |
| 4 | Wireless Telephone Services | $1,871.40 | $1,847.10 | 1.30% |
| 5 | Motion Picture | $1,709.00 | $1,680.70 | 1.70% |
| 6 | Auto Dealerships – Local | $1,688.50 | $2,288.30 | -26.20% |
| 7 | Department Stores | $1,565.80 | $1,637.20 | -4.40% |
| 8 | Direct Response Products | $1,260.10 | $1,181.10 | 6.70% |
| 9 | Restaurants | $834.60 | $867.70 | -3.80% |
| 10 | Furniture Stores | $773.80 | $802.90 | -3.60% |
| Total Top 10 Product Categories | $17,733.10 | $20,183.10 | -12.10% | |
| Source: 2009 The Nielsen Company NOTE: Data excludes B-to-B Magazine spending |
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