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 == Advertising behavior during a recession ==
-As the economic downturn looms in 2023, the advertising industry is faced with uncertainty. According to a survey conducted among global brands, nearly 75 percent of the respondents agreed that signals of an economic downturn in 2023 influence their media budget decisions. Four out of 10 surveyed multinationals plan to maintain their advertising expenditures at the same level as in 2022, and roughly 30 percent intend to cut their media budget. <ref>https://www.statista.com/topics/10084/advertising-in-times-of-crisis/#dossierKeyfigures</ref>
+Looking back at the 3 last recessions<ref>https://www.statista.com/statistics/272443/growth-of-advertising-spending-worldwide/</ref>, it is clear ad budgets get cut during economic contractions, but the magnitude of the decline can vary depending on the severity of the recession, the specific industries and companies involved, and their advertising strategy.
-Looking back at the 3 last recessions<ref>https://www.statista.com/statistics/272443/growth-of-advertising-spending-worldwide/</ref>, it is clear ad budgets get cut during economic contractions, but the magnitude of the decline can vary depending on the severity of the recession, the specific industries and companies involved, and their advertising strategy.
 Important to note that the advertising industry could recover quickly after crises, often reaching or even exceeding prior spending levels within one to two years post-economic downturn.
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 === 2008-2009 News and Commentary ===
-* Us total measured advertising expenditures fell 12.3% in 2009 from 2008 levels, to $125.3 billion, according to data released by Kantar Media<ref>https://www.marketingprofs.com/charts/2010/3485/us-ad-spend-down-123-in-2009</ref>[[File:Ad-spend-by-media-sector-2009-kantar.jpg|center|thumb|556x556px|https://www.marketingprofs.com/charts/2010/3485/us-ad-spend-down-123-in-2009]]
+# Us total measured advertising expenditures fell 12.3% in 2009 from 2008 levels, to $125.3 billion, according to data released by Kantar Media<ref>https://techcrunch.com/2010/03/17/advertising-expenditures-2009/</ref>
+[[File:Screenshot 2024-01-04 192603.png|alt=|center|thumb|511x511px|https://techcrunch.com/2010/03/17/advertising-expenditures-2009/]]
+. U.S. ad spending declined nine percent in 2009, according to preliminary figures released today by The Nielsen Company. Spending fell an estimated $11.6 billion to a total of $117 billion last year. The figures continue a trend of at least six straight quarters of negative growth in the ad industry<blockquote>“Fourth quarter ad spending was down just two percent year-over-year, and that helped soften the full-year decline,” said Terrie Brennan, senior VP for new business development at The Nielsen Company. “In fact, most of the top advertisers showed increased spending late in the year. These are encouraging signs for an ad market that’s still trying to stop the bleeding.”</blockquote>
 == References ==