Barclays Capital yesterday said U.S. advertising spending is likely to drop 10% in 2009, a bigger decrease than the firm’s October estimate of a 5.5% drop, AdWeek reports. Total U.S. ad dollars will fall to $252.1 billion next year from $280 million in 2007. Spending at the broadcast networks will drop 10%, while cable ad spending will decline 2.9%. The biggest reversal will be for newspapers, which may see a decline of 17%.
—Aimee Picchi