According to current reports, its likely that credit card companies will be spending less on television spots in 4Q. The service which tracks advertising spends by industry, Nielsen Monitor-Plus, forecasts that ad spending for credit card services could continue to fall 20% from just a year ago.

In September, the ad volume for companies that promote a Mastercard, Visa or other brand was down 24% versus September of 2007. Advertising volume had been higher during mid-summer, but the recent financial meltdown has caused a shift in increased cost control.

Not surprisingly, marketers of mortgage services dropped by 50% in September, which was consistent with mid-summer declines for the segment.