Agency

Total measured advertising expenditures in the first nine months of 2009 dropped by 14.7 percent as compared to the same period in 2008, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information. Ad spending during the third quarter of 2009 was down 15.3 percent versus last year, the sixth consecutive quarter of year-over-year declines.

The worst recession since the Great Depression has caused an advertising downturn unprecedented in modern times. We estimate that global ad expenditure will have dropped 10.2% over the course of 2009. It is normal for ad expenditure to exaggerate general economic trends: when the economy shrinks, ad expenditure shrinks faster, and by more. The corollary to this is that when recovery is complete, we can expect the ad market to outperform the economy as a whole.

Nielsen’s latest A2/M2 Three Screen Report – a quarterly analysis from our Anytime Anywhere Media Measurement initiative – shows considerable year over year growth in DVR (up 21.1%) and online video (up 34.9%) in Q3 2009. Given the consistent spike in usage among the three screens of television, Internet and mobile, consumers are clearly adding video platforms to their schedule, rather than replacing them. Download report here.

A cross-section of business and industry leaders agrees the strategies applied will bring long-term relief. Leaders from seven key industries face similar challenges; marketing used to emphasize quality over price Advertising Roundtable. By Caribbean Business on HispanicCMO.com

Advertising spending figures present at best a grainy picture of social media marketing activities. Many brands consider social media interactions to be “earned” media—gained through promotional efforts rather than paid advertising. CPG firms in particular have seen success through other forms of outreach.

Ingrid Otero-Smart, President/CEO of Casanova Pendrill (CP) announced the appointment of Karen Treydte as Vice President, Director of Media Services.

Wal-Mart Stores, Inc. announced that it will collaborate with FIFA’s exclusive worldwide master licensee, Global Brands Group (GBG), to operate 2010 FIFA World Cup Official Event Stores in nearly all of its retail markets around the world. Walmart will feature FIFA event branded shops inside select stores that will offer exclusive FIFA World Cup official licensed products and host special events leading up to the games.

Comcast and General Electric announced that they have signed a definitive agreement to form a joint venture that will be 51 percent owned by Comcast, 49 percent owned by GE and managed by Comcast. The joint venture, which will consist of the NBC Universal (NBCU) businesses and Comcast’s cable networks, regional sports networks and certain digital properties and certain unconsolidated investments, will be positioned to compete in an increasingly dynamic and competitive media and digital environment.

The ANA has joined with two other industry groups in filing a “friend of the court” brief in an important lawsuit challenging the constitutionality of the Family Smoking Prevention and Tobacco Control Act.

The Video Consumer Mapping (VCM) Study, sponsored by the Council for Research Excellence, is used to examine audio media usage among participants in five DMAs: Atlanta, Chicago, Dallas, Philadelphia, and Seattle. Using a direct observation method, the final sample included 752 observed days (half in Spring 2008, half in Fall 2008), with 3/4 million minutes of observation, at 10 second resolution throughout those days. Download report here.