MPG sees 2009 US ad spending down 5-8 pct

(For other news from the Reuters Media Summit, click here)

NEW YORK, Dec 1 (Reuters) - U.S. advertising spending is expected to drop by 5 percent to 8 percent in 2009, the steepest drop in eight years, according to MPG, a unit of the world's sixth largest advertising group, France's Havas SA (EURC.PA).

Steve Lanzano, MPG's chief operating officer, said local advertising, such as radio, television, newspapers and traditional billboards, would be hardest hit by the advertising recession as companies curtailed spending due to the sagging economy.

"I think the real key for next year is going to be the second and third quarter. I think if the economy continues to go south, you're going to see some real hits across all media in the second and third quarter of next year," Lanzano told the Reuters Media Summit in New York.

He said the cuts would not be across the board, and that cable networks and Web search were among the more attractive advertising destinations in the current economy, noting that cable programming has been stronger than broadcast TV shows.

"Their programming is better and they give (new shows) time to grow," he said, adding that broadcast networks are under increasing pressure to grow ratings in shorter periods.

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(Reporting by Sue Zeidler and Paul Thomasch; Editing by Derek Caney)

((Reporter Susan.Zeidler@thomsonreuters.com, 213-840-6495)) Visit blogs.reuters.com/mediafile/ for more coverage at the Reuters MediaFile blog Keywords: MEDIA SUMMIT/MPG

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