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.
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