Internet up 37.5% while traditional media down 30% from 2006 to 2009

Posted by Erina Lin on September 8, 2009 at 11:45 AM

Compared to the same period three year ago, media spending in the second quarter of 2009 dropped tremendously, according to Media Post. However, the Internet revenues, in terms of percentage, marked an even larger increase in the period.

Except for newspapers, the percentage share of most traditional media spending has almost stayed the same, according to data compiled from the Newspaper Association of America, the Television Bureau of Advertising, the Publishers Information Bureau, Radio Advertising Bureau, Outdoor Advertising Association of America, the Interactive Advertising Bureau and Nielsen.

Overall ad revenues declined from $41.5 billion in the second quarter of 2006 to $32.3 billion in the same period this year, down 22 percent.

The decline rate accelerated over time, according to Media Post. It dropped 0.3 percent from the second quarter of 2006 to $41.4 billion in that of 2007, but declined 5 percent from the same period from 2007 to 2008, to $39.4 billion, and even plunged 18 percent from 2008 to 2009, to $32.3 billion.

Traditional media, compared to the Internet, reported even steeper drops. Between the second quarter of 2006 and that of 2007, traditional media revenues were down 3.2 percent; 7.5 percent from 2007 to 2008, and 22 percent from 2008 to 2009.

Internet ad revenues, however, increased 27.5 percent from 2006 to 2007, 13.7 percent from 2007 to 2008, but declined 1 percent from 2008 to 2009, Media Post reported.

In terms of ad share of the total media spending, Internet gained nearly 10 percent from 9.6% in the second quarter of 2006 to 19.2 percent in that of 2009.

Newspapers experienced the most ad share drop, from 29.9 percent to 21 percent. Broadcast TV was up a little from 28.7 percent to 29.7 percent, while magazines remained the same at 13 percent. Radio slipped from 13.7 percent to 13 percent and outdoor from 4.8 percent to 4 percent, Media Post reported.