Ad spending among the top 100 U.S. marketers dropped 2.7% in 2008, but half of the Leading National Advertisers boosted their total ad outlays, Advertising Age is reporting. The projection for 2009 is for an 8.7% dip in U.S. ad spending, while 2010 will be down 1.7%, according to Publicis Groupe's ZenithOptimedia.

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