SPECIAL REPORT: Top 50 b2b advertisers cut spending 2.8% in 2009

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 9/13/10

Still struggling with the effects of the recession, the top 50 b2b advertisers spent an estimated $3.77 billion on measured media last year, down 2.8% from $3.88 billion in 2008, according to a BtoB analysis of data from Kantar Media.

The figures include estimated b2b ad spending on business magazines, consumer magazines, newspapers, TV, radio, Internet and outdoor ads. Spending was down in nearly all media categories, with two exceptions: Internet ad spending by the top 50 b2b advertisers was up 25.1% last year as marketers shifted large portions of their budgets to the medium; TV ad spending climbed 5.4%.

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