Is Media Spending Up? It Better Be.
by Peter Kafka
Posted on September 8, 2009 at 11:00 AM PT
Another “things are looking up, sort of, maybe” report from medialand: A survey of advertisers says that many of them intend to increase their spending in the coming months. Except for those who say they’re going to decrease spending.
Helpful, right? Check out this MediaPost piece if you want more on the survey, conducted by media-buying shop Round2 Communications.
The bigger picture: This week, as you’ll hear over and over again, is the one-year anniversary of the Lehman Brothers collapse. The BBC has both a radio drama and a made-for-TV movie commemorating/dramatizing the event.
Which means it’s the one-year anniversary of the economy’s collapse from recession to (short-lived) catastrophe. Which means this is the one-year anniversary of the collapse of the advertising business. Which means that any year-over-year results you see now had best show an increase because they’re going up against positively brutal comparisons from 12 months ago.
Remember: This ad drop was so bad that even Google (GOOG) flatlined for a bit.
So if and when you do see signs of a rebound, make sure you’re looking at them with some perspective: There’s just about nowhere to go but up. Right?
