Study says ad spend fell 9.2% in final quarter of 2008

Total ad spending fell 9.2% in the fourth quarter of last year, a depressed finish to a 2008 that saw marketers cut their full-year budgets by 4.1%, according to TNS Media Intelligence. Procter & Gamble, the country's largest advertiser, spent $3.2 billion in 2008, a 7% decrease, and the auto industry, the largest category, spent $12.8 billion, a 15% drop.

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