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December 13, 2012 by · Leave a Comment 

Movie studios spent 12 percent less on advertising during the third quarter of this year than they did during the same period a year ago, according to Nielsen Research. Nielsen doesn’t break out the amount paid by advertisers in individual media categories, but many studios have conspicuously dropped ads from newspapers in many cities without a commensurate increase in spending in cable and broadcast TV and the Internet. And even though the third quarter saw a boost in overall spending by the nation’s advertisers, driven mostly by the Olympics and the presidential election, ad growth appeared relatively modest — just 7 percent against the third quarter a year ago. One standout exception to the lower ad spend by most business sectors: the auto industry, which shelled out 26 percent more ($2.7 billion) for media buys during the quarter than it did in 2011.