The Nielsen Company
770 Broadway
New York, NY 10003
www.nielsen.com
News Release
Laura Czaja
(646) 654-8681
Nielsen Monitor-Plus
Suzy Bausch
(408) 941-2965
Nielsen Online
U.S. ADVERTISING SPENDING DROPS –0.1% FOR FIRST THREE QUARTERS OF 2007, NIELSEN
REPORTS
New York City – December 20, 2007 – The Nielsen Company today reported that advertising spending for the
first three quarters of 2007 decreased –0.1% over the same period last year, with Internet continuing to
demonstrate the strongest performance (+15.9%) of any category.
According to preliminary figures from Nielsen Monitor-Plus, the leading provider of competitive advertising
information, in addition to Internet advertising, other categories that showed an increase during the first three
quarters of this year were: National Magazines (7.7%), National Sunday Supplements (6.0%), Outdoor (5.7%)
and National Cable TV (1.2%).
First Three Quarters
2006 vs. First Three
Media Category
Quarters 2007
% Change
Internet*
15.9%
National Magazines
7.7%
Nat'l Sunday Supplements
6.0%
Outdoor
5.7%
National Cable TV
1.2%
Spanish-Language TV
0.5%
Spot TV Markets 101-210
-0.4%
Network Radio
-1.7%
Spot Radio
-1.8%
Local Sunday Supplements
-2.0%
Network TV
-2.5%
B2B Magazines
-3.7%
Local Magazines
-4.6%
Spot TV 1-100
-5.0%
National Newspaper
-5.2%
Local Newspaper
-7.4%
Total Advertising Spending
-0.1 %
Source: Nielsen Monitor-Plus
* Internet data provided by Nielsen Online, AdRelevance
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Notes:
- Nielsen Online, AdRelevance service estimated online advertising expenditures account for CPM-based imagebased advertising. These reported estimated expenditures do not account for the following placement types: text
only, paid fee services, performance-based campaigns, compound ads, sponsorships, barters, in-stream ("prerolls") players, messenger applications, partnership advertising, promotions and email campaigns. AdRelevance
currently does not report estimated spending for paid search advertising. Above data does not include any house
advertising activity.
- Newspaper reflects display ads only
- Coupon and Syndicated TV data was excluded due to recent methodology changes
Advertiser Spending
Advertising spending across monitored media for the top 10 companies in the first half of 2007 reached $30.5
billion, down an average of 6.3% from the same time period in 2006. Eight out of the ten advertisers decreased
budgets. General Motors continues to show the largest decline.
Top 10 Parent Companies
Jan - Sept
2006
(mil)
Jan – Sept
2007
(mil)
%
Change
Procter & Gamble Co.
General Motors Corp.
$2,585
$1,754
$2,620
$1,364
1.3%
-22.2%
AT&T Inc.
Ford Motor Co.
$1,411
$1,260
$1,348
$1,205
-4.4%
-4.3%
Verizon Communications Inc.
$1,019
$1,013
-0.6%
Johnson & Johnson
Time Warner Inc.
$1,126
$1,044
$1,004
$987
-10.8%
-5.4%
Toyota Motor Corp.
$975
$910
-6.6%
Kraft Foods Inc.
Cerberus Cptl Mgt (Chrysler)*
*Chrysler, Dodge, GMAC, Jeep brands
Source: Nielsen Monitor-Plus
$869
$878
1.0%
$975
$865
-11.3%
Category Spending
Spending for the 10 largest categories reached $20.8 billion in the first three quarters, 2.3% less than the same
period last year. Most product categories have decreased their ad spending, with the exception of
Pharmaceuticals, Wireless Telephone Services, and Direct Response Products. The top category in terms of
increased ad spend was Wireless Telephone Services at 7.3%-- Verizon Wireless was the top brand in terms of
total ad spending for this
time period in the wireless
Jan - Sept
Jan - Sept 2007
%
product category at $449.2
Product Category
2006 ($ mil)
($ mil)
Change
million, and AT&T
Wireless second at $402.5
Automotives
$9,821
$8,491
-13.5%
million in ad spend.
Pharmaceuticals
$3,755
$3,854
2.6%
Automotive- Local Dealerships
$3,629
$3,426
-5.6%
Quick Svs Restaurant
$3,122
$2,922
-6.4%
Motion Picture
$2,698
$2,662
-1.3%
Teleph Svcs-Wireless
$2,478
$2,657
7.3%
Department Stores
$2,638
$2,440
-7.5%
Direct Response Products
$1,592
$1,639
2.9%
Restaurant
$1,268
$1,260
-0.6%
Credit Card Services
$1,223
$1,219
-0.3%
Source: Nielsen Monitor-Plus
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Product Placement
Broadcast Network Product Placement
Nielsen Product Placement Service reports an increased number of product placement occurrences in primetime broadcast network programming for the first three quarters of 2007, based on its Top 10 Programs
Broadcast Network ranking (ABC, NBC, CBS, FOX, CW & MyNetworkTV tracked). The Top 10 programs
featured 22,046 occurrences compared to 19,125 occurrences for the same time period last year. “American
Idol” is once again the #1 show in terms of the number of product placements, a position it held last year. During
the first three quarters of 2007, American Idol featured 4,349 product placement occurrences.
The Top 10 featured brands on prime-time broadcast network television for first three quarters of 2007
accounted for 9,198 occurrences. A slight increase compared to the same time period last year when 9,181
brands were reported. Coca-Cola, primarily through its association with “American Idol,” was the top brand once
again, with 3,111 occurrences for this time period. Chef Revival apparel placed second with 1,256 product
placements—Chef Revival Apparel outfits the cast on Fox's reality program “Hell’s Kitchen.”
Cable Network Product Placement
Nielsen Product Placement Service reports a decrease in the number of product placement occurrences in
prime-time cable network programming for the first three quarters of 2007, based on its Top 10 Programs Cable
Network ranking (A&E, HGTV, MTV, TLC, BRAVO tracked). The Top 10 programs featured 136,078
occurrences for the first three quarters of 2007 vs 160,118 occurrences for the first three quarters 2006.
“American Chopper,” which premiered in Jan 2007, is the #1 cable network show in terms of the number of
product placements, with 41,657 occurrences.
The Top 10 featured brands on prime-time cable network television for the first three quarters of 2007 accounted
for 37,933 occurrences. A decrease compared to the same time period last year, when 41,493 occurrences
were reported. Orange County Chopper apparel was the top brand with 8,030 occurrences for the first three
quarters of 2007.
Top 10 Programs: Product Placement Broadcast
Network First Three Quarters 2007
Total #
Occurrences
Program
Network
American Idol
FOX
4,349
Fast Cars &
Superstars
ABC
3,231
Extreme Makeover
Home Edition
ABC
2,082
America’s Next Top
Model
CW
2,070
Pussycat Dolls
Present
CW
1,934
Amazing Race All
Stars
CBS
1,893
Deal or No Deal
NBC
1,827
Hell’s Kitchen
FOX
1,755
Beauty and the
Geek
CW
1,496
So You Think You
Can Dance
FOX
1,409
Total
22,046
Source: Place*Views, Nielsen Product Placement
Service
Top 10 Brands: Product Placement Broadcast Network
First Three Quarters 2007
Total #
Brand
Occurrences
Coca-Cola Soft Drinks
3,111
Chef Revival Apparel
1,256
Pussy Cat Dolls Lounge Nightclubs
1,079
Chicago Bears Football Team
669
Nike Apparel
651
24-Hour Fitness Clubs
535
Dell Computer Systems
533
Nike Sport Footwear
502
Hewlett-Packard Computer Systems
447
Alpinestars Apparel
415
Total
9,198
Source: Place*Views, Nielsen Product Placement
Service
Page 3 of 4
Top 10 Programs: Product Placement Cable
Network First Three Quarters 2007
Total #
Program
Network
Occurrences
American Chopper
TLC
41,657
Dog The Bounty
Hunter
A&E
19,179
American Hot Rod
TLC
14,628
Overhaulin
TLC
14,281
Top Chef
BRAVO
13,738
Flip This House
TLC
6,824
Runs House
A&E
6,817
Driving Force
A&E
6,436
My Super Sweet 16
MTV
6,353
Runs House
MTV
6,165
Total
136,078
Source: Place*Views, Nielsen Product Placement
Service
Top 10 Brands: Product Placement Cable Network First Three
Quarters 2007
Total
#
Occurr
Brand
ences
Orange County Choppers Apparel
8,030
Oakley Sunglasses
7,852
Orange County Choppers
Motorcycles
5,876
Airgas Industrial Supplier
2,998
Protective Products Firearm Access
2,643
Nike Apparel
2,634
Galpin Auto Spor-Vehicle Cutomizing
2,080
Deville Apparel
1,949
Sky Sport & Spa Medical Services
1,945
New York Yankees Baseball Team
1,914
Total
37,933
Source: Place*Views, Nielsen Product Placement Service
About The Nielsen Company
Nielsen Monitor-Plus is a service of The Nielsen Company, a global information and media company with leading
market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online
intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications
(Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries,
with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit,
www.nielsen.com
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