STILL FALLING: Advertising spending fell 14.2 percent during the first quarter, and preliminary numbers show the second quarter is on a comparable plane to recent months. According to TNS Media Intelligence, magazine media spending was down 20.5 percent, television declined 9.7 percent, newspapers fell 25.5 percent — but Internet display advertising rose 8.2 percent during the period.
Procter & Gamble is still the number-one advertiser, but its ad spending during the first quarter dropped 17.8 percent to $674 million. Verizon came in at number two, up 3.1 percent to $577 million, followed by AT&T, down 1.2 percent to $459 million. General Motors, the fourth largest advertiser, was down 19.1 percent to $424 million, followed by Johnson & Johnson, which posted a dramatic rise in spending, up 28.9 percent to $397 million. News Corp. was number six, down 15.7 percent to $341 million, while spending at Sprint Nextel Corp. rose 30.3 percent to $317 million. At Walt Disney, spending fell 9.9 percent to $303 million, and Time Warner Inc., which came in at number nine, cut spending by 24.4 percent to $263 million. General Electric Co., which rounded out the top 10, boosted spending by 4.1 percent to $261 million.
By category, automotive remains at the top, although spending was down 28.4 percent to $2.3 billion. Telecom came in at number two, up 3 percent to $2.07 billion, followed by financial services, down 18.1 percent to $1.9 billion and local services, down 14.7 percent to $1.8 billion. Direct response, number five on the list, was down 17.4 percent to $1.6 billion, followed by miscellaneous retail, also down 18.4 percent to $1.5 billion.
— Amy Wicks