US ad spend sees steepest drop

US ad spend has seen the steepest quarterly drop since 2001, according to TNS Media Intelligence. Ad spending during the second quarter of 2008 was off 3.7 percent versus last year for the same period. While the economy is partially the reason, the report also sees marketing spend moving to media that offer the opportunity for more targetted campaingns.

“While expenditures are certainly indicative of the challenges being presented by the economy, they also suggest the continuation of the long-term trend of marketing dollars migrating to media such as the internet, cable TV and syndication that provide the ability to more effectively target specific audiences,” said Dean DeBiase, CEO of TNS Media.

“With advertising budgets and CMOs under pressure and uncertainties continuing to exist relative to consumer spending, it appears marketers are placing an emphasis upon enhanced efficiencies for their brands and the ability to engage with well defined audiences to ensure ever greater return on investment.”

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