“In a year where ad spending declined across the board, it’s refreshing to see travel and hospitality companies were expanding their reach to consumers,” said Annie Touliatos, VP for Sales Development at Monitor-Plus, Nielsen’s ad tracking service. “It shows the confidence they have that Americans are still looking to travel even in this down economy.”

Southwest Airlines led all advertisers in the industry with $191.6 million in ad expenditures in 2008 – 20 percent more than its total spend in 2007. Intercontinental Hotels – the parent company for Holiday Inn hotels – showed the largest growth among the top ten advertisers, upping its ad budget 29 percent to a toatal of $80.3 million.

Hotels and Resorts spent more than any other product category within the industry. Its $1.4 billion in ad buys represented almost 40 percent of the total industry’s advertising.

Download Nielsen’s full Hospitality and Travel Spotlight.

All measured media showed negative growth in this difficult economy, ranging from Spanish-Language Cable TV (-1.1%) to Local Sunday Supplements (-37.7%).

“These first quarter results will hardly come as a surprise to an advertising industry that’s struggling just like many other areas of the American economy,” said Annie Touliatos, VP of Sales Development for Monitor-Plus, Nielsen’s ad tracking service. “Now more than ever it’s important for buyers and sellers to adjust to the changing competitive landscape by carefully analyzing the wide range of advertising intelligence that Nielsen can offer.”

Download the full news release, including a breakdown of product category ad spend.

So what’s driving the data? There are no doubt a multitude of factors: exciting games, compelling storylines, and perhaps even the economy. But one that may go unnoticed is the NBA’s two year old advertising campaign: “Where Amazing Happens.”

Debuting in 2007, the “Where Amazing Happens” commercial spots featured still photos of NBA action accompanied by a signature piano riff. The ads were also supplemented with internet banner ads, print and outdoor extensions and are streaming on Youtube, NBA.com and other online video sites.

This season, “Where Amazing Happens” commercials evolved into CGI replays of some of the most memorable moments in NBA history. By slowing down the action, the commercials highlight the drama embedded in professional basketball that may occasionally go unnoticed with the game moving at such high speeds.

According to Monitor-Plus, Nielsen’s advertising tracking service, the NBA ran more 30-second spots within nationally broadcast games than any other advertiser. The league used this inventory, which is negotiated into the network contracts, to promote “Where Amazing Happens” and is expecting the promotion to help increase viewership and deliver more eyeballs to its official sponsors and network advertisers.

Whatever the reason for the ratings renaissance, a Nielsen Sportsquest survey finds that buzz in the NBA is definitely surging. As of April 2009, interest in the NBA was at it’s highest point since July ‘07, with 33% of total persons aged 12+ identifying themselves as avid NBA fans. The data also revealed that NBA fan interest is spilling over to increased awareness for their sponsors: NBA fans are 50% more likely to name official wireless sponsor T-Mobile as a cell phone provider and 37% more likely to have a favorable opinion of Nike.

Viewership is also higher among patrons of Nike and T-Mobile. Nielsen’s MRI fusion data shows that in Q4 2008, NBA viewership on TNT, ESPN, and ABC, was 47% higher among Nike Shoe wearers, and 23% higher for T-Mobile subscribers.

In a day and age where advertising campaigns often come and go very quickly, the NBA has stuck with “Where Amazing Happens” and its persistence looks like it’s paying off for the league and its partners.

The automotive industry’s ad spending fell hardest in 2008. The industry slashed its spending by almost $1.8 billion, or 15.5%. Among the Big Three automakers, Chrysler (Cerberus Capital Management) and Ford Motor Co. cut advertising 31% and 29%, respectively. General Motors trimmed its advertising 1%.

Pharmaceuticals also cut back its spending significantly, declining 18% and almost $1 billion compared to 2007. Quick Service Restaurants, however, was the only category in the top 5 to spend more in 2008, with 3.8% more expenditures in 2008.

Cable TV was one of only two media (along with Hispanic Cable TV) whose ad spend showed growth in 2008. Its 7.8% jump in 2008 accounted for almost $2 billion in additional revenue for cable networks. Meanwhile, Network TV ad revenue declined 3.5% in 2008.

Print media continued its anticipated decline in 2008. Local and National Newspaper ad spends declined 10.2% and 9.6%, respectively. National Magazines fell 7.6%, while Local Magazines dropped 3.7%.

Procter & Gamble maintained its perch as the top advertiser this year, despite a 19% decline vs. 2007.

To see the full release from The Nielsen Company, including a media breakout and top advertising companies, click here.