Kantar Media: ‘09 Display Ad Spend Wasn’t As Bad As You Thought
-
Comments (View)
- Text Size: A A
-
Email
-
Share
In contrast to recent Nielsen figures that showed flat spending for display last year, Kantar Media—fka “TNS Media” before being acquired by WPP Group and folded into its KMR Group—says that the segment actually gained a healthy 7.3 percent versus 2008. Kantar says that increased activity by the telecom, factory auto and travel categories helped provide a boost to display. Nielsen and Kantar also diverge on cable TV, which the former has figures that show a gain of nearly 15 percent in ad spending last year, while the latter says the segment declined 1.4 percent.
The reason for the wide difference in cable TV expenditures probably has to do with the fact that Kantar does not include Hispanic cable nets, which Nielsen says saw a significant 32.2 percent rise in ad dollars versus ‘08.
SEE ALSO: Nielsen: ‘09 Display Ad Spend Remained Flat; Print Declines Eased Up A Bit
The two researchers also don’t seem to agree on whether print media’s situation is getting better or worse. Nielsen is the optimist here, noting that national dailies fell 13.7 percent last year—not a healthy figure, but nevertheless an improvement from the -21.6 percent pace that Nielsen reported through the first three quarters of 2009.
In Kantar’s view, ad spending across newspapers plunged by 19.7 percent in 2009, only slightly better than the average 22.8 percent that it had been expecting. Kantar’s look at the print category was rounded out by consumer magazines’ 16.6 percent drop, which is close to Nielsen’s call that the segment fell 19 percent in ‘09. Release
Posted In: Advertising, Media & Publishing, Magazines, Newspapers, Research & Metrics, Research
YouTube Videos
Social Standing
Which media brands are getting a lift from Tweeters and bloggers right now -- and which are getting panned?
Show Me: