Total social network ad spending in the U.S. will drop 3 percent to $1.1 billion in 2009, from $1.2 billion last year, says eMarketer, and the falloff is almost solely attributable to what will happen at MySpace.
MySpace accounts for nearly half of all U.S. advertising spend in the social networking space. Analysts at eMarketer now forecast that MySpace advertising will fall 15 percent in 2009, compared to 2008.
MySpace booked an estimateed $585 million in advertising in 2008, but will earn just $495 million this year, down 15 percent from last year.
Facebook advertising and widget placements do not seem to be affected, eMarketer says.
Facebook advertising is expected to grow nine percent in 2009, to $230 million. Ad spending on widgets and applications also will climb $70 million in 2009, up 75 percent from the year before.
In general, U.S. ad spend on all other social network sites combined is expected to rise abou one percent to $345 million.
This is a major reversal, but perhaps to be expected, given the overall economic climate. Spending grew an estimated 33 percent in 2008 and 129 percent in 2007.
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