Data by TNS Media Intelligence indicates that, overall, advertising expenditure declined 1.7 percent during the first nine months of 2008 compared to the same period in 2007.

Further, while ad spending on display ads increased 7 percent during this period, advertisers are increasing their display spend at a slower rate than they’ve done so in the last few years.

The declining growth rate in display spending may not, however, cause ad rates to decline by much, if at all. TNS Media Intelligence has found that the number of display ads has decreased, resulting in the price of ads holding steady.

Source: Douglas Quenqua, “TNS: Ad Buyers Hit the Brakes in Q3″, ClickZ, December 11, 2008

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