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Although advertising spending fell dramatically in 2009, the last quarter of the year showed some improvement from the rest of the year, according to a new Kantar Media report. Ad spending in 2009 fell by 12.3 percent, though the fourth quarter fell by only 6 percent. The study also provides more specific breakdowns in areas such as newspapers, where ad money fell by 19.7 percent over 2009 and by 8.9 percent in the year’s last quarter. Of that, ad spending in national newspapers plunged by 17.8 percent in 2009 but actually grew in the last quarter by .4%.

The figures could provide some optimism for the industry if the rise in ad money is backed by a jump in consumer spending.

Read the full story at Advertising Age.

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