Biggest Brands Led U.S. Ad Slowdown, Autos Plummeted Through Q3
by Joe Mandese, MediaPost
The slowdown in U.S. ad spending appears to be more pronounced among some of the nation’s biggest advertisers, according to estimates released this morning by WPP’s Kantar Media unit. Half of the top 10 advertisers decreased their ad budgets through the first three-quarters of 2014 vs. the same period in 2013, including double-digit reductions by the nation’s two largest advertisers: Procter & Gamble and AT&T.
P&G slashed spending 16.1%, while AT&T reduced its ad budget 11.3%. Combined spending by the top 10 advertisers fell 1.7% through the first nine months, which compares with a 0.3% increase in total U.S. ad spending during the same period, according to Kantar’s estimates.
Big advertisers outside the top 10 apparently held their own, because Kantar estimates the top 100 advertisers boosted spending above the U.S. average. The top 100, which account for more than 40% of total spending, rose 1.3% through the first nine months.
Among the top 10 categories, the biggest -- automotive -- was also down the most, declining 4.0%. Dealer ad reductions (-6.3%) outpaced national automotive marketers (-2.4%).
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