研究表明，广告投放行为在不同媒体和产品类型之间存在巨大差异。有线电视是唯一广告收入上升的媒体类型——英语类频道上升了1.5%，西班牙语频道则上升了0.6%。 最新数据显示，今年上半年，美国媒体市场广告收入下降逾100亿美元，媒体所有人和广告公司面临寻求其它业务模式的沉重压力。 市场营销及媒体测评集团尼尔森(Nielsen)的初步数据显示，上半年美国广告收入同比下降了15.4%，是该集团开始编制此类报告10年来的最大降幅。 杂志的表现也十分糟糕。全国性杂志的广告收入下降21.2%，地方杂志收入下降25.4%，B2B杂志广告收入下降31.8%。 最大广告商面临的经济压力从其投放模式的变化上可见一斑。汽车制造商将预算削减了31.4%，至36.8亿美元；地方经销商则削减了26.2%，至16.9亿美元。 相反，在电视直销节目上投放的资讯型广告(infomercials)增长了6.7%，至12.6亿美元。快餐店取代制药公司，成为第二大广告支出客户——支出增长5.1%至22亿美元。 相比之下，投放提前量小的电视广告在排名前100位的地方电视市场下降17.4%，在排名第101位至210位的市场下降了32.1%。甚至互联网广告收入也下降了1%（尼尔森的报告不包括搜索引擎支出）。 分类广告转投网络使得报纸是一段时间来表现最差的媒体，而其广告收入继续大幅下滑。地方性报纸和全国性报纸的收入分别下降13.2%和22.8%，全国性报纸和地方性报纸周日增刊的广告收入则分别下降了22.4%和45.7%。 More than $10bn in advertising disappeared from US media markets in the first six months of this year, according to new data that show intense pressure on media owners and ad agencies as they search for other business models. Preliminary figures from Nielsen show a 15.4 per cent year-on-year decline in US advertising revenues, the largest drop for any period in the decade since the marketing and media measurement group began compiling such reports. The study showed sharp differences in the behaviour of different media and product categories, with cable television the only medium on which ad spend increased, up 1.5 per cent across English language channels and up 0.6 per cent for Spanish channels. By contrast “spot” advertising, booked at short notice, fell by 17.4 per cent in the top 100 local TV markets and by 32.1 per cent in the 110 next largest markets. Even internet advertising, from which Nielsen's excludes search engine spending, slipped 1 per cent. Newspapers, for some time the weakest media performers because of the online migration of classified advertising, turned in further heavy declines. Local and national newspapers saw 13.2 per cent and 22.8 per cent falls respectively, as Sunday supplement advertising dropped 22.4 per cent nationally and 45.7 per cent locally. Magazines fared no better, with falls of 21.2 per cent for national titles, 25.4 per cent for local brands and 31.8 per cent for business-to-business magazines. Changing spending patterns among the largest advertising groups highlighted economic pressures, with carmakers cutting budgets by 31.4 per cent to $3.68bn and local dealers cutting by 26.2 per cent to $1.69bn. Growth came instead from “as seen on TV” direct response products, typically sold through “infomercials”, which increased spending by 6.7 per cent to $1.26bn. Fast food restaurants overtook drug companies as the second-biggest spenders, with a 5.1 per cent increase to $2.2bn.
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