Nielsen data shows flat 1Q advertising spending

Nielsen said spending for the 10 largest advertising categories dipped less than 1 percent to slightly more than $10 billion in the first quarter. Spending dropped 8 percent in the largest category, automotive.

But despite that weakness, Nielsen noted that some forms of advertising are booking healthy growth. Cable television advertising jumped 13 percent during the quarter, while network ratio and outdoor advertising grew 10 percent and 3 percent respectively.

Internet advertising rose 15 percent, driven by sponsored search link advertising. Nielsen noted that online advertising spending dropped among financial services companies, which are historically among the largest Internet advertisers.

First-quarter ad spending by the top 10 companies rose 1 percent to just over $4 billion. PepsiCo Inc.'s ad spending surged 39 percent to $354 million, particularly for its line of beverages.

Ford Motor Co., on the other hand, cut its advertising budget by 26 percent to about $330 million. Nielsen noted that Ford slashed ad spending for larger trucks and SUVs, but increased ad spending for small cars.

The largest advertiser, consumer products maker Procter & Gamble Co., boosted spending 20 percent during the quarter, Nielsen said.