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Myers Advertising and Marketing Investment Forecasts: 2009 Ad Spend Down 4.0%
Published: October 13, 2008 at 09:30 AM GMT
Last Updated: October 16, 2008 at 09:30 AM GMT
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| Jack Myers Media BusinessReport | ||||||
| Advertising and Marketing Investment Forecast | ||||||
| 2008 - 2009 | 2008 | 2009 | ||||
| ADVERTISING | % Growth | $ | % Share | % Growth | $ | % Share |
| Newspapers | -16.0% | $ 38,441 | 16.5 | -15.0% | $ 32,675 | 14.6 |
| Broadcast Network Television | -3.0% | $ 18,368 | 7.9 | -4.0% | $ 17,633 | 7.9 |
| Cable Network Television | 4.0% | $ 18,410 | 7.9 | 3.0% | $ 18,963 | 8.5 |
| Broadcast Syndication | 4.0% | $ 3,193 | 1.4 | 0.0% | $ 3,193 | 1.4 |
| Local & National Spot TV | 0.0% | $ 26,077 | 11.2 | -9.5% | $ 23,600 | 10.6 |
| Local/Regional Cable TV | 2.0% | $ 6,473 | 2.8 | -4.0% | $ 6,214 | 2.8 |
| Branded Entertainment/Product Placement | 30.0% | $ 9,535 | 4.1 | 15.0% | $ 10,965 | 4.9 |
| Videogame Advertising | 80.0% | $ 1,028 | 0.4 | 45.0% | $ 1,491 | 0.7 |
| Cinema Advertising | 14.0% | $ 834 | 0.4 | 8.0% | $ 900 | 0.4 |
| Terrestrial Radio | -5.0% | $ 19,643 | 8.4 | -10.0% | $ 17,679 | 7.9 |
| Satellite Radio | 25.0% | $ 322 | 0.1 | 20.0% | $ 386 | 0.2 |
| Consumer Magazines | -12.0% | $ 12,673 | 5.5 | -13.0% | $ 11,025 | 4.9 |
| Business-to-Business Magazines | -4.0% | $ 8,898 | 3.8 | -9.0% | $ 8,097 | 3.6 |
| Custom Publishing | 6.0% | $ 22,128 | 9.5 | -2.0% | $ 21,686 | 9.7 |
| Online (Includes Display, Search, Video, and Other) | 13.8% | $ 24,641 | 10.6 | 13.5% | $ 27,968 | 12.5 |
| Online Display Advertising | 3.0% | $ 11,362 | 3.8% | $ 11,788 | ||
| Online Search Advertising | 21.0% | $ 12,361 | 18.3% | $ 14,618 | ||
| Online Video, Social Networks, Widgets, Other | 128.0% | $ 919 | 70.0% | $ 1,562 | ||
| Out-of-Home/Place-Based (excl. Cinema) | 3.0% | $ 7,184 | 3.1 | 2.0% | $ 7,327 | 3.3 |
| Mobile Advertising | 60.0% | $ 806 | 0.3 | 40.0% | $ 1,129 | 0.5 |
| Yellow Pages-Print | -4.0% | $ 13,844 | 6.0 | -12.0% | $ 12,183 | 5.5 |
| MARKETING COMMUNICATIONS | 100% | 100% | ||||
| Total Advertising | -1.3% | $ 232,497 | 30.6 | -4.0% | $ 223,113 | 30.0 |
| Direct Mail / Marketing | 3.0% | $173,531 | 22.8 | -4.0% | $166,590 | 22.4 |
| Trade Promotion/Slotting Allowances | -1.0% | $170,713 | 22.5 | 1.0% | $172,420 | 23.2 |
| Consumer Sales Promotion/Incentives | 2.0% | $139,564 | 18.4 | 3.0% | $143,751 | 19.3 |
| Event Marketing | 15.0% | $19,552 | 2.6 | 0.0% | $19,552 | 2.6 |
| Public Relations | 6.0% | $4,541 | 0.6 | 3.0% | $4,677 | 0.6 |
| Other | -15.0% | $19,352 | 2.5 | -30.0% | $13,546 | 1.8 |
| Total Advertising & Marketing | 0.3% | $759,750 | 100.0 | -2.1% | $743,649 | 100.0 |
| Updated 10/13/08 | ||||||
| 2009 - 2010 | 2009 | 2010 | ||||
| ADVERTISING | % Growth | $ | % Share | % Growth | $ | % Share |
| Newspapers | -15.0% | $ 32,675 | 14.6 | -8.0% | $ 30,061 | 13.2 |
| Broadcast Network Television | -4.0% | $ 17,633 | 7.9 | -2.0% | $ 17,281 | 7.6 |
| Cable Network Television | 3.0% | $ 18,963 | 8.5 | 5.0% | $ 19,911 | 8.7 |
| Broadcast Syndication | 0.0% | $ 3,193 | 1.4 | 2.0% | $ 3,257 | 1.4 |
| Local & National Spot TV | -9.5% | $ 23,600 | 10.6 | -3.0% | $ 22,892 | 10.0 |
| Local/Regional Cable TV | -4.0% | $ 6,214 | 2.8 | 2.0% | $ 6,338 | 2.8 |
| Branded Entertainment/Product Placement | 15.0% | $ 10,965 | 4.9 | 20.0% | $ 13,158 | 5.8 |
| Videogame Advertising | 45.0% | $ 1,491 | 0.7 | 50.0% | $ 2,236 | 1.0 |
| Cinema Advertising | 8.0% | $ 900 | 0.4 | 8.0% | $ 973 | 0.4 |
| Terrestrial Radio | -10.0% | $ 17,679 | 7.9 | -6.0% | $ 16,618 | 7.3 |
| Satellite Radio | 20.0% | $ 386 | 0.2 | 25.0% | $ 483 | 0.2 |
| Consumer Magazines | -13.0% | $ 11,025 | 4.9 | -3.5% | $ 10,639 | 4.7 |
| Business-to-Business Magazines | -9.0% | $ 8,097 | 3.6 | 2.0% | $ 8,259 | 3.6 |
| Custom Publishing | -2.0% | $ 21,686 | 9.7 | 6.5% | $ 23,095 | 10.1 |
| Online (Includes Display, Search, Video, and Other) | 13.5% | $ 27,968 | 12.5 | 16.0% | $ 32,441 | 14.2 |
| Online Display Advertising | 3.8% | $ 11,788 | -2.9% | $ 11,446 | ||
| Online Search Advertising | 18.3% | $ 14,618 | 18.3% | $ 17,293 | ||
| Online Video, Social Networks, Widgets, Other | 70.0% | $ 1,562 | 137.0% | $ 3,702 | ||
| Out-of-Home/Place-Based (excl. Cinema) | 2.0% | $ 7,327 | 3.3 | 2.0% | $ 7,474 | 3.3 |
| Mobile Advertising | 40.0% | $ 1,129 | 0.5 | 60.0% | $ 1,806 | 0.8 |
| Yellow Pages-Print | -12.0% | $ 12,183 | 5.5 | -6.0% | $ 11,452 | 5.0 |
| MARKETING COMMUNICATIONS | 100% | 100% | ||||
| Total Advertising | -4.0% | $ 223,113 | 30.0 | 2.4% | $ 228,373 | 30.7 |
| Direct Mail / Marketing | -4.0% | $166,590 | 22.4 | -1.5% | $164,091 | 22.1 |
| Trade Promotion/Slotting Allowances | 1.0% | $172,420 | 23.2 | -3.0% | $167,248 | 22.5 |
| Consumer Sales Promotion/Incentives | 3.0% | $143,751 | 19.3 | 1.5% | $145,907 | 19.6 |
| Event Marketing | 0.0% | $19,552 | 2.6 | 7.5% | $21,018 | 2.8 |
| Public Relations | 3.0% | $4,677 | 0.6 | 6.0% | $4,957 | 0.7 |
| Other | -30.0% | $13,546 | 1.8 | -10.0% | $12,192 | 1.6 |
| Total Advertising & Marketing | -2.1% | $743,649 | 100.0 | 0.0% | $743,786 | 100.0 |
| Updated 10/13/08 | ||||||
| 2007- 2008 | 2007 | 2008 | ||||
| ADVERTISING | % Growth | $ | % Share | % Growth | $ | % Share |
| Newspapers | -4.6% | $ 45,763 | 19.4 | -16.0% | $ 38,441 | 16.5 |
| Broadcast Network Television | 2.0% | $ 18,936 | 8.0 | -3.0% | $ 18,368 | 7.9 |
| Cable Network Television | 5.0% | $ 17,702 | 7.5 | 4.0% | $ 18,410 | 7.9 |
| Broadcast Syndication | 1.0% | $ 3,070 | 1.3 | 4.0% | $ 3,193 | 1.4 |
| Local & National Spot TV | -6.0% | $ 26,077 | 11.1 | 0.0% | $ 26,077 | 11.2 |
| Local/Regional Cable TV | 9.0% | $ 6,346 | 2.7 | 2.0% | $ 6,473 | 2.8 |
| Branded Entertainment/Product Placement | 35.0% | $ 7,335 | 3.1 | 30.0% | $ 9,535 | 4.1 |
| Videogame Advertising | 90.0% | $ 571 | 0.2 | 80.0% | $ 1,028 | 0.4 |
| Cinema Advertising | 15.0% | $ 731 | 0.3 | 14.0% | $ 834 | 0.4 |
| Terrestrial Radio | -2.0% | $ 20,677 | 8.8 | -5.0% | $ 19,643 | 8.4 |
| Satellite Radio | 120.0% | $ 257 | 0.1 | 25.0% | $ 322 | 0.1 |
| Consumer Magazines | 4.2% | $ 14,401 | 6.1 | -12.0% | $ 12,673 | 5.5 |
| Business-to-Business Magazines | 3.0% | $ 9,268 | 3.9 | -4.0% | $ 8,898 | 3.8 |
| Custom Publishing | 14.0% | $ 20,876 | 8.9 | 6.0% | $ 22,128 | 9.5 |
| Online (Includes Display, Search, Video, and Other) | 20.0% | $ 21,646 | 9.2 | 13.8% | $ 24,641 | 10.6 |
| Online Display Advertising | 13.5% | $ 11,027 | 3.0% | $ 11,362 | ||
| Online Search Advertising | 22.7% | $ 10,216 | 21.0% | $ 12,361 | ||
| Online Video, Social Networks, Widgets, Other | $ 403 | 128.0% | $ 919 | |||
| Out-of-Home/Place-Based (excl. Cinema) | 8.6% | $ 6,974 | 3.0 | 3.0% | $ 7,184 | 3.1 |
| Mobile Advertising | 40.0% | $ 504 | 0.2 | 60.0% | $ 806 | 0.3 |
| Yellow Pages-Print | 0.5% | $ 14,421 | 6.1 | -4.0% | $ 13,844 | 6.0 |
| MARKETING COMMUNICATIONS | 100% | 100% | ||||
| Total Advertising | 3.4% | $ 235,555 | 31.1 | -1.3% | $ 232,497 | 30.6 |
| Direct Mail / Marketing | 6.0% | $168,477 | 22.2 | 3.0% | $173,531 | 22.8 |
| Trade Promotion/Slotting Allowances | 2.8% | $172,438 | 22.8 | -1.0% | $170,713 | 22.5 |
| Consumer Sales Promotion/Incentives | 3.5% | $136,828 | 18.1 | 2.0% | $139,564 | 18.4 |
| Event Marketing | 15.0% | $17,002 | 2.2 | 15.0% | $19,552 | 2.6 |
| Public Relations | 7.5% | $4,284 | 0.6 | 6.0% | $4,541 | 0.6 |
| Other | -7.5% | $22,767 | 3.0 | -15.0% | $19,352 | 2.5 |
| Total Advertising & Marketing | 3.7% | $757,349 | 100.0 | 0.3% | $759,750 | 100.0 |
| Updated 10/13/08 | ||||||
Source: Jack Myers Media Business Report© copyright 2008, Myers Publishing, LLC
Contents may be reprinted with source as www.MyersReport.com
Jack Myers Media Business Report, Myers Publishing LLC, Jack Myers and employees accept no responsibility for any action(s) taken as a result of the forecast.
References: Veronis Suhler Stevenson Communications Industry Forecast, TvB, Zenith Optimedia, GroupM, IAB, MPA, RAB, CAB, PQ Media Alternative Media Research Series, Wachovia.
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