U.S. ad spending dropped about 9 percent last year, according to Nielsen calculations, with network TV, syndication and local markets being hit among the hardest, B&C reports.
Spending dropped to $117 billion in total in 2009, from $128.6 billion in 2008. Network TV was down 9.9 percent, and syndication was down 14.7 percent. Spot TV in the top 100 markets was down 16.1 percent and a bit less percentage-wise in smaller markets.
By contrast, there was brighter news in cable TV, which was up 14.8 percent. Spanish-language cable did even better, growing 32.2 percent.