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Full Myers Marketing & Advertising Spending data is available to subscribers for 62 marketing, advertising and media categories, including legacy and digital media from 2000 through 2020.

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Digital Video Ad Spend is Over-Estimated (Members-Only Report)

  (09/09/2014)

How much money are advertisers actually investing in digital video media?

Above vs. Below-the-Line Marketing: The Numbers (Members-Only Report)   (06/16/2014)

Marketers historically have invested an average 10% to 35% of their total marketing communications budgets to deliver reach and frequency of message exposure designed to drive awareness, product interest and message retention. These budgets are referred to as "above-the-line advertising." The majority 65% to 90% of their budgets, known as below-the-line, are targeted to generating sales and direct return-on-investment through consumer and trade sales promotion and direct marketing.

UPFRONT UPDATE: Volume, CPM and Market Dynamics (Members-Only Report)   (06/09/2014)

Through an unconventional economic analysis of the media economy, MyersBizNet has been able to determine that overall 2014-2015 broadcast and cable TV Upfront volume will be down by as much as 5% or even 6%, with a best case (but unlikely) scenario of flat volume. (It's important to note that there are no official reports on Upfront investments issued by either networks or agencies. MyersBizNet data is based on our own market analyses and reports.)

Out-of-Home Ad Revenues: Growth Slowed by Agency Positioning (Members-Only Report)   (03/31/2014)

MyersBizNet forecasts for Out-of-Home media ad growth are admittedly conservative, and while growth of digital spending on OOH media is robust, it can and should be significantly greater based on increasing digital opportunities, industry innovation, and inventory availability.

Jack Myers Media Business Reports

Digital Video Ad Spend is Over-Estimated (Members-Only Report)
By: Jack Myers   (09/09/2014)

How much money are advertisers actually investing in digital video media?

Read More
Above vs. Below-the-Line Marketing: The Numbers (Members-Only Report)
By: Jack Myers   (06/16/2014)

Marketers historically have invested an average 10% to 35% of their total marketing communications budgets to deliver reach and frequency of message exposure designed to drive awareness, product interest and message retention. These budgets are referred to as "above-the-line advertising." The majority 65% to 90% of their budgets, known as below-the-line, are targeted to generating sales and direct return-on-investment through consumer and trade sales promotion and direct marketing.

Read More
UPFRONT UPDATE: Volume, CPM and Market Dynamics (Members-Only Report)
By: Jack Myers   (06/09/2014)

Through an unconventional economic analysis of the media economy, MyersBizNet has been able to determine that overall 2014-2015 broadcast and cable TV Upfront volume will be down by as much as 5% or even 6%, with a best case (but unlikely) scenario of flat volume. (It's important to note that there are no official reports on Upfront investments issued by either networks or agencies. MyersBizNet data is based on our own market analyses and reports.)

Read More

Commentary Archives

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The headline is that advertisers see great merit in programmatic trading, but they don’t like the way the cash flows around the ecosystem. Furthermore, they increasingly don’t trust the major agency trading desks to act in their (the advertisers’) best interests. The bald facts are that what seems to have become within adtech land an accepted need to keep the legions of middle men in the manner to which they’ve become accustomed, means that of $100 invested by the client, only around $40 finds its way to the end publisher. Factor in fraud, bots, lack of viewability and the rest and that number reduces still further. This so-called technology tax is a bad state of affairs -- and has a great deal to do with the lack of trust so many advertisers feel towards the online business.

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Rather, it’s all about the fact that there doesn’t seem to be any evident fall-season excitement in the air. I don’t think this feeling has anything to do with the quality of the networks’ new fall shows. As always, they are what they are; some will improve, many will quickly fade away. But there are a handful of genuinely interesting new series among them – including ABC’s “How to Get Away with Murder,” CBS’ “Madam Secretary,” NBC’s “Constantine,” Fox’s “Gotham” and The CW’s “The Flash” – which is more than we have been able to say about recent fall seasons past. That said there is a certain palpable anticipation for the return of several favorites, especially “The Good Wife” on CBS, “The Blacklist” on NBC, “Scandal” on ABC, “Sleepy Hollow” on Fox and “Arrow” on The CW.

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