Earlier this year, Kantar Media said they were cautiously optimistic about the future of the ad dollar. Now, they say that optimism has been replaced “by the statistical evidence of progressively slowing growth rates.”
Jon Swallen, SVP Research at Kantar Media North America lays it out for you,
“From +4.1 percent in the first quarter, to +2.8 percent in the second quarter and now a barely palpable +0.4 percent for the July to September period. During Q3, an expanding number of the largest marketers became even more conservative with their ad budgets and these reductions have neutralized the healthy spending growth occurring among mid-sized advertisers.”
Aw, that’s not good, is it?
Looking strictly at internet ad spending, it was a case of robbing Peter to pay Paul