The auto ad segment is projected to fall 22% this year, but if sales improve significantly in 2010, ads could rise by 12%, according to a report from Michael Nathanson, a senior analyst at Bernstein Research. Auto ads were off by $1.1 billion in the first quarter, and the shedding of four auto brands by General Motors could lead to a $1.3 billion hit to General Motors' ad spend, Nathanson found.

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