U.S. advertising spending began to recover in the fourth quarter of 2009, but still fell 12.3% for the year, with the worst losses in magazines, radio and newspapers, Kantar Media reports. The upward trend has continued in early 2010, but will depend on consumer confidence. "As we get deeper into 2010, the pace of consumer activity will be a key determinant of the strength and durability of the advertising recovery," Kantar's Jon Swallen said.

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