What the Drop in B to B Ad Spending Means

The top 100 BtoB advertisers spent an estimated $6.05 billion trying to reach businesses with their messages last year. That spending represents nearly half of the total $12.95 BtoB ad spending for 2007. [These figures do not include search, direct mail or email.] 

The data indicates a 1.9% drop in media spending by BtoB advertisers between 2006 and 2007 but it's not all bad news. A look at the shifts in spending by category reveals an interesting pattern. Media spending increased in the following categories:

  • Consumer magazines
  • Cable/​ network TV
  • Local radio
  • Outdoor
  • Network radio
  • Hispanic magazines/​TV

Business publications, typically a mainstay of BtoB advertising, recorded a 5.8% drop in revenue between 2006 and 2007.  This decrease along with the increases in radio and outdoor point to advertisers trying to reach business decision makers when they're traveling or away from work and not necessarily looking for new products or services. This approach may drive demand and is one you should discuss with your clients.

[Source: Maddox, Kate. "Top 100 BtoB Advertisers Cut Ad Spending," BtoBOnline, September 2008]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.