Full year-by-year data and forecasts are available from 2014 to 2020 to MyersBizNet members. Contact Maryann@jackmyers.com
| MyersBizNet Tomorrow Today | ||||||
| Twenty-Year Ad Spending Data and Forecasts 2000 - 2020 | ||||||
| Ten Year Average (2000-2010-2020) | ||||||
| UPDATED 12-15-14 Data Reported in 000,000 | ||||||
| 2000 | 2010 | 2020 | ||||
| $ | % Share | $ | % Share | $ | % Share | |
| Above the Line Advertising | ||||||
| Broadcast Network TV (All Platforms) | 16,970 | 3.1 | 18,486 | 3.2 | 26,442 | 4.5 |
| Cable/Satellite Network Television (All Platforms) | 9,760 | 1.8 | 20,716 | 3.6 | 37,358 | 6.3 |
| Local & National Spot Broadcast TV (All Platforms) | 25,800 | 4.7 | 23,252 | 4.0 | 23,456 | 4.0 |
| Local/Regional Cable TV (All Platforms) | 3,600 | 0.7 | 4,767 | 0.8 | 5,853 | 1.0 |
| Broadcast Syndication (All Platforms) | 1,889 | 0.3 | 2,277 | 0.4 | 2,016 | 0.3 |
| Digital Placed-Based Video Media (excl. cinema) | 400 | 0.1 | 668 | 0.1 | 1,703 | 0.3 |
| Cinema Advertising (All Platforms) | 400 | 0.1 | 739 | 0.1 | 927 | 0.2 |
| Online Originated Video Content Advertising | 0 | 0.0 | 350 | 0.1 | 14,003 | 2.4 |
| Interactive, VOD & Addressable TV Advertising | 15 | 0.0 | 50 | 0.0 | 9,932 | 1.7 |
| Terrestrial Radio (All Platforms) | 19,000 | 3.5 | 15,991 | 2.7 | 17,114 | 2.9 |
| Internet Originated Audio | 0 | 0.0 | 385 | 0.1 | 4,203 | 0.7 |
| Newspaper Advertising (Print + All Platforms) | 48,400 | 8.9 | 29,762 | 5.1 | 21,937 | 3.7 |
| Consumer Magazines Advertising (Print + All Platforms) | 17,800 | 3.3 | 16,391 | 2.8 | 15,962 | 2.7 |
| Out-of-Home/Place-Based (excl. Cinema & P-O-I) | 5,175 | 0.9 | 6,786 | 1.2 | 8,941 | 1.5 |
| Media Directed Social/Promotion/Sponsorships/Native | 2,000 | 0.4 | 6,760 | 1.2 | 14,050 | 2.4 |
| Branded Entertainment/Product Placement | 665 | 0.1 | 6,148 | 1.1 | 8,911 | 1.5 |
| Online Originated Display (Banner) Advertising | 4,420 | 0.8 | 5,242 | 0.9 | 4,656 | 0.8 |
| Mobile & Apps Advertising | 20 | 0.0 | 914 | 0.2 | 43,284 | 7.3 |
| Videogame Advertising/Virtual Currency | 100 | 0.0 | 1,044 | 0.2 | 2,785 | 0.5 |
| Total Above the Line Advertising | 156,414 | 28.6 | 160,729 | 27.6 | 263,532 | 44.7 |
| Below the Line Promotion/Shopper Marketing | ||||||
| Direct-to-Trade Promotion/Slotting Allowances | 172,200 | 31.5 | 166,142 | 28.5 | 122,883 | 20.9 |
| Shopper Marketing (FSI's, Consumer Promotion) | 130,200 | 23.8 | 147,475 | 25.3 | 77,481 | 13.2 |
| Direct Mail/ E-Mail Marketing | 42,500 | 7.8 | 51,121 | 8.8 | 28,892 | 4.9 |
| Experiential/Event Marketing | 10,800 | 2.0 | 18,450 | 3.2 | 24,651 | 4.2 |
| Social Media/WOM/Conversational Marketing | 100 | 0.0 | 1,200 | 0.2 | 24,067 | 4.1 |
| Search Marketing (Online) | 128 | 0.0 | 12,498 | 2.1 | 32,723 | 5.6 |
| Yellow Pages | 12,700 | 2.3 | 12,062 | 2.1 | 5,403 | 0.9 |
| Business-to-Business Media | 15,300 | 2.8 | 6,370 | 1.1 | 5,134 | 0.9 |
| Custom Publishing/Site Development | 2,700 | 0.5 | 1,711 | 0.3 | 1,625 | 0.3 |
| Offline Public Relations | 3,800 | 0.7 | 4,536 | 0.8 | 2,614 | 0.4 |
| Total Below the Line Promotion/Shopper Marketing | 390,428 | 71.4 | 421,564 | 72.4 | 325,472 | 55.3 |
| TOTAL | $546,842 | 100.0 | $582,292 | 100.0 | $589,004 | 100.0 |
| Source: Jack Myers Tomorrow Today© copyright 2015 | ||||||
| MyersBizNet, Jack Myers and employees accept no responsibility for any action(s) taken as a result of this forecast. | ||||||
| 2020 are estimates. | ||||||
| References: Barclays Capital, BIA/Kelsey, CAB, Credit Suisse, Deutsche Bank Equity Research, DMA, , GroupM, IAB, Universal McCann/Magna Global, Morgan Stanley, MPA, Needham Research, Nielsen, RAB, TvB, DPAA, Zenith Optimedia | ||||||